Breaking the frame of lifestyle campaign branding

The Challenge

Kelty, an innovate outdoor backpacking and sporting goods company established in 1952, had a time-sensitive opportunity to tell a more approachable, welcoming brand story, that would reframe the brand’s identity to attract new outdoor customers and adventure enthusiasts alike.

The Outcome

Rooted in deep understanding of the audience prospect, a series of strategically designed campaign concepts were developed to fuel the yearlong marketing strategy and set Kelty apart from a fiercely competitive landscape.

The outdoor industry found itself at an impasse—as consumer sales in outdoor gear dwindled, technical, adventure-oriented brands proliferated. In a sea of sameness, Kelty set out to reinvent the heritage brand by encouraging multiple generations to get outside with a “Built for Play” story—a big idea that flipped the overly serious outdoor experience on its head, with one that invited everyone, regardless of skill-level to join in the fun. BrandJuice ideated and developed a series of campaign concepts that put scalability front and center, without taking nature so seriously. Creative content and tactic recommendations were developed to support campaign activation, social media storytelling, along with partnership and tradeshow execution. The campaign is serving as the creative driver for 2019 to bolster existing brand equity and future product rollouts.

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