How does a heritage luxury brand authentically enter the sustainability space?
For Oroton - an iconic Australian accessories brand with 85+ years of craftsmanship - the answer wasn't found in a boardroom. It was found at sea.
This is the story of how Oroton launched its first sustainable product by connecting craft to cause - turning Australia's love for the ocean into action.
THE CHALLENGE
Oroton faced a paradox that confronts every heritage brand when culture shifts faster than reputation can follow.
For 85+ years, Oroton had built its name on leather luxury and impeccable craftsmanship. But a new generation of consumers had arrived with different values—sustainability wasn't a nice-to-have, it was non-negotiable. The brand's first sustainable product, the Everyday Tote, priced at just $85, represented a departure from everything Oroton was known for.
The market was already crowded with sustainable accessories. Greenwashing was rampant. Consumer skepticism was high.
The brand's challenge? How do you authentically enter the sustainability space when you're known for something else entirely? How do you build credibility from scratch? And how do you reach new audiences without alienating your heritage?
THE INSIGHT
Every second breath we take is generated by the oceans.
But for Australians, the ocean is more than biology. It's memory. It's identity. The hot sand under bare feet, purple lips after hours in the water, salt drying on sun-kissed skin. As a country girt by sea, we're shaped by it.
Yet modern life feels at odds with this love. Eight million metric tonnes of plastic enter our oceans every year. By 2050, there will be more plastic bottles than fish. We're creating an oceanic graveyard for the very thing that defines us.
The tension is palpable. Australians don't need awareness - they need action. Tangible, daily action that transforms guilt into purpose.
What if your everyday choices could turn 33 plastic bottles into something useful? What if the bag you carry became part of the solution?
THE IDEA
The answer wasn't in advertising. It was in finding the right stage.
The 2024 Rolex Sydney to Hobart Yacht Race—an iconic Boxing Day moment when thousands line Sydney Harbour to watch sailors take on one of the world's most challenging ocean races. Oroton Drumfire, entering her 6th race, became the campaign vessel. Every tote sold would donate $5 to Ocean Crusaders.
Jessica Watson OAM—the youngest person to sail solo around the world at 16—wasn't just an ambassador. She was crew. Her advocacy wasn't borrowed; it was earned.
The campaign brought the story to life across touchpoints: a documentary connecting childhood memories to conservation. Press leveraging the race's cultural moment. An intimate conversation with Jessica and Ocean Crusaders co-founder Annika Thomson. Content showing bottles becoming bags. Influencers demonstrating daily reality.
The campaign didn't ask people to care about the ocean. It gave them a way to act on the care that was already there.
Turning Plastic into Possibilities.
CREDITS
Oroton Chief Growth Officer: Jane Villeneuve
TALENT & CREW
Skipper: Phil O’Neil
Jessica Watson OBE
Stacey Jackson
Carolijn Brouwer
Director: Michael Ritchie, Revolver Films
Director of Photography: James Whelan
Film Editor: Luke Creator: Glue Society