AUCKLAND, Friday: AUNZ outdoor brand Kathmandu has unveiled its latest summer campaign, developed in conjunction with Special Group NZ. The campaign taps into the collective anticipation for a summer spent ‘out there’ in nature.
“Because,” says the release from Special, “after months stuck indoors, finally, finally, getting ‘out there’ is what our body and mind really need”.
The hero film follows a group of hikers wearing Kathmandu’s new summer range and is set to the track Blister in the Sun by the Violent Femmes.
The campaign features a partnership with Australian musician G Flip across bespoke TV, social, and content.
The PR: “With an ambition to improve the wellbeing of the world through the outdoors, Kathmandu knows nature makes us feel good and listening to music does wonders for our mind too. G Flip’s artistry and passion for music, mental health and the outdoors was a natural alignment.”
It’s the latest iteration of Kathmandu’s new brand platform We’re Out There which launched earlier this year.
“As a registered B-Corp, Kathmandu has always put people and planet first, and is a leader in the environmental space.”
The film will air on television across Australia and New Zealand markets, is supported by social and digital amplification, and will be rolled out in-store and across sales touchpoints in 163 stores.
Kathmandu chief customer officer Eva Barrett (Sydney-based) said: “We know that people are desperate to get out there this summer as nature changes your brains for the better.
“We all can’t wait to get out there and travel, hike and experience the outdoors again. We’re confident the visual intrigue, energy and out-there approach to our summer campaign will allow us to position Kathmandu as a brand that’s not just for winter but for all year round.”
Special Group GM John Marshall (Auckland-based) said: “We’re excited to create such a visually arresting campaign for an iconic New Zealand brand that’s become an Australian mainstay.
“With everything that has happened over the last six months, here and in Australia, the idea of ‘getting out there this summer’ couldn’t be more appropriate.
“As a registered B-Corp, Kathmandu has always put people and planet first, and is a leader in the environmental space. Our marketing activities are designed to improve wellbeing by inspiring a generation to feel the benefits of being outside.”
CREDITS
Client: Kathmandu
Chief Customer Officer: Eva Barrett
Creative Director: Glenn Gibbons
Marketing Campaigns: Cara Lloyd
Agency: Special Group New Zealand
Chief Creative Officer: Tony Bradbourne
Executive Creative Director: Lisa Fedyszyn
Executive Creative Director: Jonathan McMahon
Associate Creative Director: Letizia Bozzolini
Associate Creative Director: Justin Butler
General Manager: John Marshall
Senior Business Director: Katie Lark
Business Director: Kate Syms
Head of Agency Production: Sally Lankshear
Senior Producer: Casey King
Producer: Millie Costley-Deakin
Senior Producer: Therese Bielawa
Chief Strategy Officer: Rory Gallery
Group Strategy Director: Ed Gunn
On-shoot Producer: Margot Fitzpatrick
On-shoot Creative: Alexandra Antoniou
Motion GFX Editor: Hamish Kuka
Production company: Division
Director: Jessie&Adam
EP: Genevieve Triquet
Producer: Linzee Harris
Producer: Elizabeth Rocka
DOP: Shelley Farthing-Dawe
Illustrator: Patrick Edell from Jacky Winter
Film Photographer: Sarah Adamson
Film Stills Producer: Belinda Blooman
Stills Agent: Loupe/ Emily Moon
Stills Producer: Jaimee Brooking
Stills Photographer: Lula Cucchiara
Stills Retouching: CaptureLab
Post production: Arc Edit
Editor: Graeme Pereira
Colourist: Billy Wychgel
Post Production Producer: Michaela Fenton
Online: Eugene Richards
Audio: Rumble Studios
Engineer: Liam Annert
Music Supervisor & Licensing: Marcus Brooke-Smith @ Level Two
Media Partner: dentsu
Social Partner: We Are Social
PR Partner: EVH
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