Goals and objectives
The global mission of the Columbia brand is: ”We connect active people with their passions.” Our task was to transform this mission into a functional local campaign that presents the outdoor clothing brand as the best choice for people’s leisure activities in nature. Besides increasing brand awareness, the goal was also to showcase the products (clothing and footwear) as close to their real use as possible, i.e., during activities in nature.
The key to the campaign’s success was finding a way to motivate people to actually go outside and walk. Whether it’s hiking, walking to work or school, with family, with friends, or alone, and to remember the Columbia brand and its products during these activities. The prerequisite for success was to choose communication formats that would not create barriers for people (for example, in the form of installing new apps) and a concept that builds on their current interest preferences.