The Challenge
With record numbers of people looking to get outside for recreation, we were tasked with connecting these adventure-seekers to Gerber's new outdoor-brand positioning and launch new product collections designed for specific outdoor mindsets.
The Insight
Preparedness is paramount. From the moment you start planning, to the loading and packing process, to having the right tools at hand when an issue presents itself, getting and being ready for anything is top of mind.
Strategy
We developed the concept of More Than Ready to speak to and expand Gerber's position in the marketplace, as well as its expertise in the outdoor space.
Creative
The expression of our More Than Ready concept adapted throughout the consumer journey. At the attract level, lifestyle imagery and video featuring the vast canvas of the outdoor drew the viewer into the adventure. To demonstrate the specific use-cases of the tools in the collections, we moved photographic and video assets closer to the tool, showing in-action shots of problems being solved. At the convert level where the consumer is prepared to purchase, down-to-earth product feature videos deepened the story.
More Projects
Gerber
Easy Doesn't Chapter 2
MERRELL
Merrell Social 2022