Macpac unveils new ‘Whatever Your Adventure’ campaign shot in NZ via The Reactor Melbourne
They say half the fun is getting there, and that’s precisely the philosophy employed by Melbourne agency, The Reactor in its first campaign for client Macpac.
Shot in Queenstown, New Zealand with Hell Studios’ photographer Chris Daile, the new ‘Whatever your adventure’ campaign follows the journey of a Macpacker from start to finish of their adventure- including conquering the airport and local roads leading into the national park.
The campaign will appear inshore, online as well as in large format print, outdoor and press executions.
Says Nick Brown, creative director, The Reactor: “Starting a relationship with a new client is always fun and exciting. But when you throw in the sense of 
adventure Macpac embodies, the process can escalate pretty quickly.
“The ‘Whatever Your Adventure’ campaign was a wonderful, whirlwind affair. We took just over 4000 images over 3 days. It was pretty intense. But the results were amazing. Full 
credit to Hell Studios and the client for trusting the team to deliver such a great result.”
The campaign has already started to appear in New Zealand, with a full rollout, including Australia, expected in the next few months.
Agency: The Reactor
Client: MACPAC
Client: Alex Brandon
Client: Rhea Flouch
Creative Director: Nick 
Brown
Art Director/Copywriter: Nick Brown
Production: Hell Studios
Photographer: Chris Daile
Retoucher: Richard Dion Wilson
DOP: Logan McMillian
Stylist: Dean Bodger
Product: Amalia Wilson
Product: Beth Ward
Fire Marshall: Henri Pearson
7 Comments
the intense background retouching makes the text a bit unreadable though
Looks like mood boards waiting for ideas
Where’s the clever bit?
nice campaign, actually makes the category look desirable.
Macpac, Kathmandu etc etc are all the same and this campaign finally differentiates them. Macpac is no longer ‘boring’ and have stepped it up!
Spotted this outside their Auckland store, looked amazing in large format. Would actually shop their now.
These ads leave no trace