Outdoor brand Kathmandu has unveiled its latest summer campaign, developed in conjunction with Special Group New Zealand.
The campaign taps into the collective anticipation for a summer spent out there in nature. Because 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 iconic 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. 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.
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.
Says Eva Barrett, chief customer officer at Kathmandu: “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. We’re excited to continue on our journey of bold brand transformation”
Says John Marshall, general manager at Special Group: “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.”
Speaking on involvement in the campaign, G Flip said they were proud to partner with a brand that supports wellbeing. Mental health is important to G Flip and with the impacts of Covid on touring and performances they have experienced anxiety. “To help me get through this time, I started working out, going for long walks and being as creative as I can.”
“Mental health is so important, especially right now. I partnered with Kathmandu to help them spread this message and help support their important work in this space such as directly supporting Beyond Blue. We have all experienced lockdown in the last year and we can’t wait to get out there and experience as much of life as we can.”
Kathmandu believes people’s lives are improved by getting out there in nature. As a registered B-Corp, Kathmandu has always put people and planet first, and is a leader in the environmental space. It’s marketing activities are designed to improve wellbeing by inspiring a generation to feel the benefits of being outside.
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
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