Winter omni-channel campaign for Canada’s largest outdoor online retailer building on the success & engagement rates of my Summer concept.
Role: Creative Direction. Content Strategy. Copywriting.
Key Deliverables: Omni-channel campaign. Brand film. Social & Site Assets. Content Campaign
As Canada emerged from a fall lockdown, Altitude Sports asked to make my successful SS21 NEW FOUND RESPECT theme relevant to winter adventurers. ‘Durability’, ‘long lasting’ & ‘warm materials’ were the leading SEO terms dictating customers brand preferences. With no end of cheap, under-performing apparel on the market, it was important for the messaging to focus on Altitude’s ‘curated selection of the very best global brands’ & highlight that they only offer ‘the most durable & well designed gear’.
FILM: NEW FOUND RESPECT FOR WINTER
CONTENT CAMPAIGN
“MY NEW FOUND RESPECT FOR _?_”
Building on the huge engagement rates & ROI of the SS21 CONTENT CAMPAIGN, I asked Canadian image makers what they’d discovered ‘a new found respect for this winter’ but with an added focus on more ‘durable, longer lasting’ adventures. These new episodes within the ‘Creator Series’ theme I established, became Altitude Sport’s most viewed content, achieving even larger engagement rates than SS21.
MY NEW FOUND RESPECT FOR resilience
By CAROLINE COTE & VINCENT COLLIARD, EXPLORERS who traversed 1100km over 63 days to make the first-ever unsupported winter crossing of Norway’s largest glacier.
MY NEW FOUND RESPECT FOR small steps
By MARIE-FRANCE, ILLUSTRATOR who solo hiked the Pacific Crest Trail, leading to a change in her career path…
CREDITS:
CREATIVE DIRECTION & CONCEPT: Neil Frisby
CONTENT STRATEGY: Neil Frisby
COPYWRITING: Neil Frisby
ART DIRECTION: Will Wachter
PHOTOGRAPHY: Kelly Jacob
DIRECTOR: Matt Charland
EDITING/MOTION DESIGN: Baillat Studios