Australia and New Zealand’s market leading outdoor wear brand Kathmandu launched a cold weather, seasonal campaign in the first week of May called ‘Winter. We’re Out There’ which encourages Aussies and Kiwis to gear up to get outdoors whatever the weather.
According to Kathmandu, Winter gets a bad reputation and most people see it as a season to avoid the dark, cold, the wind and rain by binging on Netflix in front of a fire, but this campaign encourages viewers to ‘gear up and get out’ to get the benefits of natural world all year round.
The campaign spans in-store and online across digital and social platforms, plus out of home executions and a PR push across Australia and New Zealand and rolled out from 26 April.
The creative challenges Winter’s reputation and sees the apparel brand team up with a group of adventurous, energetic and spirited friends thriving outside as the season changes – kitted out, of course, in Kathmandu gear. Additional executions highlight specific winter range products.
The campaign message restates Kathmandu’s brand belief that ‘it’s not about what you do in the outdoors, but how the outdoors makes you feel’.
The image led campaign is accompanied by multiple taglines driving home a message that it is simple to feel the benefits of nature at any time of year – including Winter.
These copy lines include:
• “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!”
Supporting the image/tagline series is a refreshed version of Kathmandu’s 2021 ‘We’re Out There’ brand film.
The original spot rolled out in May 2021 and the revised version also celebrates Kathmandu’s brand 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. 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,” outlined Kathmandu Marketing Manager Richard Dalke. “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.”
The Kathmandu campaign was developed by a joint in-house and agency team which included the company’s own Marketing GM Richard Dalke, Head of Global Brand Campaigns Michaela Clark, Creative Manager Glenn Gibbins, PR Manager Gabrielle Godfrey and Social Media Manager Tom Roberston, with media handled by Dentsu.
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