Columbia Sportswear unveiled a significant brand platform revamp Monday with the launch of “Engineered for Whatever,” a campaign that Columbia designed to break from what it describes as traditional outdoor industry marketing conventions.
The campaign, developed with London-based creative agency adam&eveDDB, represents a pivot toward the irreverent tone that Columbia used in the 1980s and 1990s.
The new platform debuts with content that subverts the polished imagery typically associated with outdoor apparel advertising, Columbia said in press release. Rather than showcasing pristine landscapes and idealized adventure scenarios, Columbia’s campaign focuses on the unpredictable and often harsh realities of outdoor experiences.
The campaign’s launch film, directed by Henry-Alex Rubin and produced by SMUGGLER, features individuals being “hunted by ravenous vultures, pancaked by hidden potholes, and rag dolled by collapsing snow drifts.” The spot includes a cameo by mountaineer Aron Ralston, known for surviving a canyoneering accident that required self-amputation, an experience depicted in the film “127 Hours.” The advertisement is soundtracked by a thrash metal cover of Irving Berlin’s “Blue Skies,” traditionally performed by artists like Ella Fitzgerald and Frank Sinatra.
Marketing to Differentiate
The campaign is designed to offer something different than what Columbia executives characterize as stagnation within outdoor industry marketing. “Since Day One, Columbia hasn’t cared about fitting in with everyone else. Over the years, the outdoor category became a sea of sameness,” Joe Boyle, executive vice president and Columbia Brand president, said in a statement.
Matt Sutton, head of marketing at Columbia, elaborated on the brand’s thinking for the platform shift:
“Whether it’s wide sweeping landscapes, sunny weather, or cliché model photography, advertising in the outdoor category has often followed a tired playbook by depicting the outdoors as pristine and perfect,” he said in a statement. “But at Columbia, our gear is built not just for a perfect day but for whatever mother nature throws at you.”
Image courtesy of Columbia.
Multi-Platform Campaign Elements
The “Engineered for Whatever” platform extends beyond the launch film to encompass what Columbia describes as “Mythbusters meets Jackass”-style product demonstrations. These tests feature professional stunt performers in scenarios designed to showcase product durability and performance characteristics.
Specific campaign elements include product testers “dangling over crocodile-infested waters to test the strength of Columbia’s newest ROC Utility Pants” and being “strapped to a snowplow to test the insulation properties of Columbia’s Omni-Heat Infinity technology.” Additional scenarios feature testers “rolling down a steep mountain slope inside a giant snowball to ensure that Columbia’s newest puffy jackets remain warm in the most challenging (and absurd) conditions.”
The campaign also incorporates a visual identity refresh for Columbia Sportswear, including new typography, logo configurations, color schemes, and layout systems. These elements will be implemented across retail, social media platforms, and digital channels globally.
Image courtesy of Columbia.
Far-Reaching Campaign
The “Engineered for Whatever” campaign launched in the United States Monday with distribution across connected television, online video, social media, display advertising, audio platforms, and out-of-home advertising. Columbia plans to launch the campaign globally following the domestic launch.
Future campaign content will feature additional scenarios incorporating “crocodiles, human snowballs, and the grim reaper himself,” according to company materials. The platform is designed as a multi-season initiative with content planned for ongoing release.
The campaign will be supported through out-of-home advertising installations, digital and social media content, retail store POP modifications, experiential activations, and strategic partnerships.
Image courtesy of Columbia.
