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Jack Wolfskin

South africa: take one - action!

Jack Wolfskin TV commercials tell about the most beautiful destinations and authentic outdoor experiences. In the beginning of 2013, our team travelled to South Africa to produce much more than just the new TV spot.

Dramatic staging of the brand claim in an authentic outdoor environment for the international TV commercial and supplementary Internet clips in order to maintain brand sympathy and awareness at a high level. Further to this, scenes to introduce a new jacket technology were also to be produced.

Assignment

Dramatic staging of the brand claim in an authentic outdoor environment for the international TV commercial and supplementary Internet clips in order to maintain brand sympathy and awareness at a high level. Further to this, scenes to introduce a new jacket technology were also to be produced.

Solution

South Africa was the country chosen because in January it offers the most beautiful summer weather along with fantastic landscape scenarios, which are crucial for the brand image. Using a small, effective and well-coordinated team working under our producer, it took only 6 days of filming to capture both planned and spontaneous footage at different locations, which was later edited into a whole series of thematic films. The team climbed to over 3000 metres in the Drakensberg mountains and also shot at sea level on the Indian Ocean – often on foot and carrying backpacks, since the most scenic locations are seldom next to the carpark. Editing was done while the team was in South Africa and two spot alternatives went into market research only two weeks after the end of shooting.

Result

One 30” and one 15” second TV commercial for Europe and China, five thematic films for use on the Internet and various other alternative cuts all go to reassociate the brand logo with fascinating experiences, likeable people and exciting activities, so the success story can continue.

Contact

NATURAL BORN EXPLORERS
Claudia Ehl
0228 97734-12
claudia_ehl(at)naturalbornexplorers.de
Head of Film and Photo Productions