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2022

Lenzing Group Annual Report 2021

Entrant Company

GW+Co

Category

Owned Media (Campaign) - eAnnual Report

Client's Name

Lenzing Group

Country / Region

United Kingdom

Lenzing Group is a global supplier of sustainable fibres for the fashion industry. It has won multiple awards for its sustainability credentials, but it doesn’t rest on its laurels. Lenzing want to lead the transformation of the industry from a ‘take-make-use-dispose-pollute’ to a circular business model that sees products flowing around a continuous wheel of ‘make-use-reuse-remake-recycle’.

To that end, Lenzing are constantly innovating. The 2021 Annual Report represents a step on its journey, by going fully digital for the first time in its history, further reducing the business’ environmental impact. 

The creative idea builds on the concept of moving from a linear to a circular world, through words, animations and graphics. It provides a visual narrative that supports the business strategy. A video breaks down the complexity of the business model into a simple, easy to understand story. The model is supported by real life innovation stories from every part of the cycle.

The online report complements the business necessity of reporting against targets and numbers with human stories, animations and video interviews to bring to life the people and projects that drive the transition to a more sustainable future.

Lenzing is a global business, with its Head Office in Austria, meaning that the report needed to be in both German and English. Being online has made distribution much easier, given audiences around the world greater accessibility. Results to date have supported this. The Annual Report is a key piece of internal communications and Lenzing’s internal feedback has been overwhelmingly positive. Visitor stats have exceeded expectations around the world, suggesting interest in circularity from a wide group of stakeholders.

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