September saw Columbia Sportswear launch ‘Omni-Heat Infinity’ through a multi-spot Winter campaign themed around ‘gold’ to drive home the message that the brand’s new insulation technology is the gold standard.
The campaign, created by agency McKinney and directed by Ray Gordon, offers a fresh take on the role that gold plays in the outdoors.
According to the brand this is its ‘biggest launch in years’ and its new insulation technology was inspired by NASA innovations and the campaign is spearhead by a set of five spots all shot on location on Mount Hood near the brand’s Portland (Oregon) headquarters: Fool’s Gold, Fancy and Frozen, World Champion Warmth, 1 Degree and Not-So-Haute-Couture.
The spots, which seek to capture the humorous yet tough personality of the brand, were led by ‘Fancy and Frozen’ which debuted on CBS’ ‘The Late Late Show’ as part of an integration with USA Curling Team (of which Columbia is primary sponsoring). While the fifth and final ad to be broadcast, ‘World Champion Warmth’, debuted on FOX during its 3 October NFL telecast.
The spearhead spots are supported by social media content and ambassador/influencer posts and a social contest
The next evolution in warmth is here. Introducing Omni-Heat Infinity technology – the gold standard in warmth. To celebrate the launch, we asked our athletes to help show how our gold beats the cold. And how other gold, well…doesn't. #GoldBeatsCold https://t.co/q9onh87EYQ pic.twitter.com/IlXv63bdhW
— columbia1938 (@Columbia1938) October 1, 2021
Take on the outdoors whenever, wherever… with a lifetime supply of jackets,* including our most advanced warming solution ever: the Omni-Heat Infinity collection. Last chance to enter! #GoldBeatsCold #EnterToWin https://t.co/F6rnUUCR4Q pic.twitter.com/9Jk6AI11QI
— columbia1938 (@Columbia1938) September 24, 2021
The campaign was created for and briefed in by Columbia Sportswear’s marketing team led by Joe Boyle (EVP Columbia Brand President), Tom Miller (VP Global Marketing Operations), Blaine Perrin (Senior Director, Global Marketing), Rebecca Houck (Senior Brand Marketing Lead), Annie Regnier (Design Director, Global Brand Design) and Corey Gray (Brand Content Manager) by McKinney.
The creative agency group working on the project included Chief Creative Officer (Jonathan Cude), Group Creative Director (Andy Pearson) and Group Creative Director (Will Chambliss).
The production and edit agency was Cylndr with Director Of Production Sylvain Tron, Executive Producers Holly Powers and Adam Oliver, Director Of Business Affairs Laura Gearino, Production Coordinator Ben Bouxsein, Executive Producer Kara O’Halloran, Digital Producer Maggie Baker and Production Coordinator Julia Brown, plus Editors Jeff Sharpe and Chris Vennemeyer, Executive Producer Holly Powers and Director Of Production Sylvain Tron.
The production company was Food Chain with Director Ray Gordon and Executive Producer Brad Goldthwaite with VFX handled by Straightface Studios, colour by Mom&Pop and sound by The Chicken.
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