How did the bold arc’elyx campaign ascending to Canadian clothes rose to a warning story for public relations

The Canadian outdoor fireworks in the outdoor in the Himalayas last Friday would aim to enhance its commitment to nature. Within a few days, it sparked a violent reaction to the fiery social media due to the risk of one of the most fragile ecosystems in the world and prompted a government investigation.

The brand of the weak mountain brand and reports of the remaining debris through the mountain slopes that followed this fed more anger and presented a warning story in the brand marketing.

The organizers claimed that the precautions were taken in the period leading up to the event of “upward dragon” such as the use of biological decomposition materials, with environmentally friendly materials and the transportation of nearby animals using salt bricks and cleaning waste after the event.

However, critics have warned that the campaign could cause permanent damage to the fragile hemalaya ecosystem, harm to ice rivers, soil stability, and inconvenience of wild animal inflammation. They also accused ARC’IYX of hypocrisy for his work against his environmentally perceived image and called for the provinces.

“The entire fireworks trick is inconsistent with the purpose of walking for long distances: nature, strain, calm, and simplicity – it does not matter whether the material is environmentally friendly,” said Amber Wu, Marketing Adviser for International Brands in China.

“No one can say that this trick can be justified in any way for a brand that makes it money and reputation in nature,” said Calvin Yob, a Shanghai -based marketing specialist for consumers.

Wu added: “The breach of confidence (between consumers) is often more harmful than the accident itself and is not forgotten easily,” noting that the main essential enthusiasts in the open air, which is a basic segment of consumers in Arc’peyx, may turn into my competitors like Patagonia, which is more consistent and original in its environmental obligations.

The Tibetan Plateau and its mountains are sacred for Tibetan Buddhists and have been tightly controlled since it was included by China in the fifties. The population of Shigatse, the second largest city in Tibet, is about 800,000, and Tibeton constitutes about 90 %.

In recent years, the region has become a famous tourist destination for travelers from other parts of China, raising concerns about environmental damage and excessive nature.

in statement On Sunday, Arc’elyx said that this event was “in direct opposition to our commitment to external spaces”, while seeking to move away from the cooperative artist, Cai Guoqiang, and their local team in China. “We are dealing with this directly with the local artist in question, and our team in China, and we will change the way we work to ensure that this does not happen again,” he said.

However, in a separate publication in Chinese, Arc’elyx said that the artistic project was aiming to raise awareness of local cultures at a significant increase, but the execution “was lost and sometimes contradicts this goal,” according to the translation of CNBC.

“It seemed that the global team was not fully aware of this project (while) it seems that the local team had worked without a deep and leakage of the basic environmental value of the brand,” Wu said, adding that the China team may have given priority to local trends on the company’s broader brand’s vision.

Meanwhile, the Chinese visual artist CAI, who supervised the shows similar to the Olympic Games in Beijing in 2008, apologized for his artistic works, saying that he and his studio “accept all criticism”, and that there is “great supervision on our part.”

Ivy Yang public relations specialist indicated that Cai apologized for Chinese social media platforms in the studio, but not on his personal page in English.

“The value of the Cai for Arc’eYX is its credibility of the blue chip” with high -level cooperation with the major international brands … Arc’eYX helped him “realize a dream” in a highly dangerous project, “adding that” the same position that helped win the foundation fans once can turn quickly when the narrative interruptions are. “

However, shortly after the reaction, the municipal government Shigatse He said Sunday I sent officials to the site to investigate whether any environmental rules and regulations have been violated.