The concept was born from insights we gathered around millennial camping behavior: they plan spontaneously, camp in larger groups, and like to own distinct camp duties like music or food. The hook, Lets's Camp, served as an umbrella for a wide range of communications up and down the funnel, from lifestyle to product. And while it never achieved the fame of REI's Opt Outside, It did stay in market for four consecutive summers, so we were onto something :-) We developed six camper archetypes (the Camp Crew) based on research and social listening we'd done around this audience. We shot the content and invited fans to self-identify and tag friends in social. As the campaign evolved, we branched out. Seeing that campers were already willing to poke fun at their own camping fails, we made it a "thing." We shot a few of our own to start the party, then asked fans to tag their own for a chance to get a gear upgrade. We even took the idea to the real world at the Timberfest Music Festival, and identified "fails" and offered free saves in real-time, documenting them in social as they happened.
- Project Roles
- Creative Director
- Swift Agency
- Art Direction, Copywriting, Creative Direction, Management of Teams 1-10, New Business
- Advertising, Social Media Content, Events, Pitch Decks
- Project Industries
- Fashion, Retail, Sports