LONDON — North Sails, the world’s largest sailmaker, has selected Don’t Cry Wolf as its global creative agency after a competitive pitch, with a brief to develop and launch a new campaign for its lifestyle clothing brand.

The agency will help the B Corp firm to reach consumers worldwide with its ‘We Are North Sails’ campaign and its ‘ocean positive’ positioning – meaning the business actively contributes to ocean regeneration and protection – through an integrated programme spanning, TV advertising, digital, e-commerce, retail, PR and influencer executions.

Don’t Cry Wolf is responsible for the creation of North Sails’ Fall/Winter 2022 and the Spring/Summer 2023 advertising campaign. The Fall/Winter campaign, which launches this week, features four ambassadors wearing North Sails jackets: pro kiteboarder Karlie Thoma; pro windsurfer Antoine Martin; pro sailor Pete Cumming; and climate activist Jerome Foster.

Campaign strategy and delivery is being led by Don’t Cry Wolf CEO John Brown, managing director Sara Collinge, director of design and brand Olly Mitchell, and director of client services Jamie Weeks.

North Sails global chief marketing officer Kathy Hines said: “It’s already been one heck of a journey with the Don’t Cry Wolf team and we’ve loved every minute of it. Above all else, we were looking for creativity, authenticity and hustle at pitch to make sure that our new partner was truly one that felt like an extension of our own team. The ‘We Are North Sails’ concept is all about passion, bravery, resilience and a fiercely protective spirit of the ocean, and we feel the Don’t Cry Wolf team has brought that to life wonderfully, never afraid to challenge us and always striving to do the best work possible.”

Brown added: “As soon as we saw the depth and breadth of the brief and challenge ahead, we couldn’t wait to jump into the deep end and start working with Kathy and the whole North Sails team on this epic integrated campaign. To be entrusted with the development of the concept and be able to see that through across two full-scale production shoots and brought to life within our design studio, not to mention an activation in Saint-Tropez, has been an incredible moment for the agency.”

North Sails joins a roster of lifestyle clients at the 15-strong B Corp agency including Elvie, Tangle Teezer, Owlet and Green Chef.