Intention
Thrilling social media content in only a few seconds
Jack Wolfskin and the new PACK AND GO! collection: clothes for travelling that are functional, lightweight and can be packed away in a small pouch. We created not only all the digital and print media as well as the social media content but the product and campaign name PACK AND GO! too, including the strategic creation of an integral digital strategy.
Nowadays, travel is not only a way of life, it is also a status symbol. Unusual travel experiences are always at the top of the bucket list. The holiday trophies are placed confidently and self-admiringly on social media channels.
On the other hand, the accompanying baggage for the trip is becoming increasingly compact. Travelling light enables the traveller to be more flexible which, in turn, means that they can experience more. Jack Wolfskin is taking this trend to heart with the new PACK AND GO! collection: clothes for travelling that are functional, lightweight and can be packed away in a small pouch.
Task
To develop a product campaign (15-sec advert), which attracts a target age group of between 25 and 49 as well as – completely separate from other Jack Wolfskin themes – being innovative, atypical and “omnichannel”, focussing on digital advertising material.
Jack Wolfskin is to be perceived as a modern, active outdoor brand with a contemporary image and smart products.
Solution
Every one of us accumulates holiday memories and experiences on our travels, and certain items of clothing remind us specifically of particular moments. This is echoed in our film idea. We tell the story backwards and show all the adventures that fit “into the packsack”. Simply pack your bag and off you go. Adventures are just waiting to be accumulated.
With the tonality and imagery tailored to the aforementioned target group, we have not only developed all the digital and print media and social media content but the product and campaign name PACK AND GO!, too, including the strategic creation of a holistic digital strategy.
Result
This campaign not only shows Jack Wolfskin as a young and modern brand but, at the same time, establishes a product segment which has now gone into its third season – and the story is still unfolding!
Contact person
intention Werbeagentur GmbHCora SchneiderGeschäftsführerin0228 97734-607
