In an outdoor apparel market dominated by well-established companies like The Northface and Helly Hansen, I partnered with writer and University of Oregon advertising student Kristen Mohror to develop an integrated campaign for SmartWool, an action-sports clothing company seeking to expand awareness of its diverse product line. Aiming to showcase SmartWool as a prime provider of essential tools for outdoor adventure, the first piece of our campaign is a series of full-spread print ads that tell the stories of three outdoor enthusiasts who each turn to SmartWool for a competitive edge. Click to download full PDFs:
Another critical piece of our campaign is an iPad app that allows users to explore product benefits based on gender and activity. A simple swipe to the right brings users to a content aggregator that provides users with web content relevant to their chosen activity. A swipe to the left provides a “What’s in Your Bag?” section that generates product recommendations for the user’s next outdoor adventure. Click to enlarge:
The third and final component of our campaign is a set of five team sponsorships during the 2011 Hood to Coast relay. Five teams will be outfitted with free SmartWool gear and Flip cameras. In return, team members will document their experiences in real-time on a community blog.
