International creative agency,Creature,is behind a new multi-platform initiative for JanSport,the original outdoor gear brand.Asking"What's Your Outdoors?"the campaign is an invitation for fans to define their own interpretation of the tagline"Discover Freedom,"by creating and sharing videos of their favorite outdoor locations.
Targeting young outdoors enthusiasts in the US and Canada,Creature's Seattle office took its strategic cue from the idea that"outdoors"is as much personal as it is a public space.To bring this idea to life,Creature designed an online hub inviting JanSport fans to step into the shoes of fellow outdoors enthusiasts,and share a panoramic 360 film of their favorite outdoor spot.The most popular videos also stand a chance of winning a top prize of$10,000,and a raft of JanSport merchandise.
To get the campaign moving,several videos have already been made,showcasing vistas and views from across North America–from Palm Springs to Times Square.As the competition continues to create significant buzz,JanSport aims to connect fans of the great outdoors,throughout the region and beyond.
"By emphasizing user interaction and sharable content,we aim to spark wider conversation around the ever-changing definition of what the outdoors means to JanSport,"said Courtney Blacker,brand marketing director at JanSport.
In addition to online activity,a print campaign will be running in popular outdoors publications such as Outside,Backpacker,Adventura and Explore,as well as lifestyle/culture titles such as Vice,FILTER and Under The Radar in order to direct users online.Banner ads will also appear on these titles'websites,and on prominent blogs.
The winner of the video contest will be selected in mid-September.After the winning film is chosen,JanSport's What's Your Outdoors hub will remain active indefinitely,playing all uploaded entries on a continuous loop.
2,996 impressions–283 clicks
See the article here:JanSport Celebrates Great Outdoors Online with Creature
