Outdoor brand, Kathmandu, has launched its latest creative campaign – Winter. We’re Out There – in partnership with Special New Zealand.
As the days get shorter and the colder weather sets in, it can be tempting to curl up inside. With this campaign, Kathmandu aims to change the reputation of Winter as being a time to stay indoors to help Australians and Kiwis gear up, get out, and feel the benefits of nature year-round.
To challenge Winter’s reputation, Winter. We’re Out There captures a group of energetic, spirited and adventurous friends thriving in the change of season. The creative reaffirms Kathmandu’s belief that it’s not about what you do in the outdoors, but how the outdoors makes you feel. Taglines accompany the image set so audiences clearly understand just how simple it is to feel the benefits of nature:
- Empty your head and fill your lungs: by breathing in the crisp air on a misty morning
- Never limit your stream time: so stand at the base of a waterfall and soak in the beauty
- Feel small to feel big: head deep into a forest of giant trees and look up!
Complementing the image set is a newly edited version of Kathmandu’s 2021 ‘We’re Out There’ brand film. The film celebrates Kathmandu’s purpose to improve the wellbeing of the world through the outdoors, by showcasing the happiness and joy felt when you embrace the beauty of out there, even in the cooler climate.
“As the number one outdoor brand in Australia and New Zealand, we play a meaningful role in winter,” says Kathmandu’s General Manager of Marketing, Richard Dalke.
“We’re on a mission to get as many people out there in nature as possible, with technical and functional gear to keep them warm and protected, no matter the weather.Our We’re Out There brand platform aim to inspire millennials to feel the benefits of nature, with a dual meaning that gives Kathmandu a clear and defined home in the outdoors, while also talking to the spirit and freedom getting ‘out there’ provides us.”
Kathmandu’s Winter. We’re Out There campaign rolls out in-stores and online, and across digital, social, out of home and PR in New Zealand and Australia from Wednesday 26 April to Wednesday 31 May 2023.
Credits
- Brand: Kathmandu
- GM of Marketing, Richard Dalke
- Head of Global Brand Campaigns, Michaela Clark
- Creative Manager, Glenn Gibbins
- PR Manager, Gabrielle Godfrey
- Social Media Manager, Tom Roberston
- Creative Agency: Special Group New Zealand
- Media Agency: Dentsu
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