CONTEXT

Back in Fall 2021, Canada was just emerging from a second lockdown so Altitude Sports asked us to build on the success of our SS21 concept as adventure seekers geared up for Winter.

CLIENT ASK

“Continue the love, engagement & tone that the NEW FOUND RESPECT theme established, making it relevant to what winter sports adventurers & urban style seekers are looking for in winter gear to ensure Altitude Sports becomes their online destination for everything winter”

INSIGHT

When it comes to winter gear, our research revealed that ‘durability’, ‘long lasting’ & ‘warm materials’ were the major criteria in customer’s search terms & in their preference of brands. With no end of cheap, under-performing apparel on the market, it was important for our messaging to focus on Altitude’s ‘curated selection of the very best global brands’ & highlight that they only offer ‘the most durable & well designed gear’. To appeal to urban & adventure audiences search habits and values, this direction was also a nod to one of Altitude’s main values of ‘don’t buy more, buy better’.

SOLUTION

The brand film echoed our insights and main theme, evoking more fun moments because with gear that performs you’ll find a NEW FOUND RESPECT FOR WINTER.

The super of THERE’S NO SUCH THING AS BAD WEATHER, ONLY BAD GEAR further encouraged people that their enjoyment of the outdoors is only as good as their gear, and by showing the 5 most durable brands on the film end frame, the fun and spirit of NEW FOUND RESPECT FOR WINTER came to life.