Kathmandu’s new evergreen brand campaign – Come find us. We’re out there – is an exploration of the transformative power of nature, including the endorphin increasing experience of being in the wilderness.
It’s the first collaboration between Kathmandu and creative agency, Motion Sickness, and establishes a new direction for the brand.
On this, Kathmandu’s General Manager of Marketing, Jo O’Sullivan, explains: “Come Find Us. We’re Out There. sets a new tone for our brand, leaning into what made us fall in love with the outdoors over 30 years ago. It’s the peace, connection and meaning we discover while out there, and this campaign invites our community to join us in experiencing that together.”
Born in Christchurch in 1987, Kathmandu’s New Zealand heritage is written deep in its DNA, with the New Zealand wilderness first sparking the brand’s passion for the outdoors. Identifying this overwhelming importance, Kathmandu will lean more intentionally into its roots, actively pursuing a deeper connection to Aotearoa and channelling it through all areas of business, from product design, product categories, marketing campaigns, in-store experience, brand partnerships, and more.
The campaign was shot entirely on Aotea Great Barrier Island and in partnership with the locals. Leaning into Kathmandu’s heritage, the Island showcases the ruggedness and realness of New Zealand’s wild spaces, and the people embody being ‘out there’ in its truest sense: off the grid, amongst the elements, and in harmony with the land.
Motion Sickness Head of Strategy, Hilary Ngan Kee, says, “This is an iconic brand from the bottom of the world, and the new campaign lays the foundation for the future. We’re just getting started, with exciting plans to activate this new direction in unique ways over the next few years. We’re excited to see where the Kathmandu brand can go.”
The hero film is guided by Aotearoa radio icon Kim Hill, whose unmistakable voice carries audiences on a journey into nature, pondering and unpacking how being outside changes us. Accompanying Hill’s voice over is bespoke sound design constructed from live recordings on the island, by talented Auckland-based music producers
Motion Sickness Executive Creative Director Sam Stuchbury says, “Kathmandu, Great Barrier Island, and Kim Hill all have a special place in many Kiwi hearts. The combination felt like a magic formula for resetting the brand… The north star for this campaign was making nature, and the experience of it, our hero. It’s about being out there, getting mud between your toes, and knowing you have a good pair of Kathmandu socks to warm them up in.”
Complementing the film is two suites of imagery, shot by US-based photographer, Jerry Buttles. The hero suite was inspired by timeless National Geographic covers, framing people amongst vast and varied landscapes of Aotea Great Barrier, and shot on a mixture of 35mm film, 120mm film and medium format digital.
The second suite features nine Aotea locals (of 150 who applied to be part of the campaign), wearing new season Kathmandu gear. Shot at the Island’s local hall, Kathmandu’s latest range is styled with the talent’s personal pieces, including a well-seasoned pair of Red Bands.
O’Sullivan further explains, “This is a significant moment in Kathmandu’s brand history, and one we are proud to share. Aotearoa, and all it represents, is the essence of Kathmandu’s story, and we are excited to celebrate our heritage in all we do moving forward. New Zealand’s wilderness continues to inspire us not only to get out there more often, but also to create thoughtfully designed, sustainably made gear to help our community do the same.”
Come find us. We’re out there. Is now live across New Zealand TV, out of home, online and social media platforms.
Kathmandu also announces the launch of its all-new product category: Outdoor Active.
Outdoor Active joins Hike and Adventure Travel as Kathmandu’s core product focuses, and, in its first iteration, is designed for consumers who value spontaneity and short bursts of outdoor activity within their daily routine, prioritising versatility, adaptability and comfort. Kathmandu’s Outdoor Active category, named the ‘Seeker’ range, will continue to expand over the next two years.
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