RESEARCH & INSIGHT. CREATIVE STRATEGY. CAMPAIGN CREATIVE. SHOOT PRODUCTION. SOCIAL STRATEGY. SOCIAL ROLLOUT. RETAIL CREATIVE. SEEDING. INFLUENCER ENGAGEMENT.
Camping is key to backcountry hardcore - an escape into peace and beauty through a DIY approach that reflects newfound independence. Moving on from the success of SS21's one-day excursion, we developed the creative direction for FW21 with a full expedition into unseen backcountry hardcore.
We focused on bringing the energy that revellers channelled into organising illegal raves and applied it to a love of discovery and the outdoors. Manifesting a more extreme outlook of the natural world, as with extreme environments comes extreme beauty, extreme solitude, extreme peace, extreme danger... and those in the backcountry hardcore.
There is no manual, directive or tried approach to the trail. It's a path to explore. Connecting with mental headspace, sharing nature with kindred companions to position the 1TRL brand at the heart of the backcountry hardcore.
The campaign narrative plays out as a group of companions explore peaks, cliffs, beaches and extreme landscapes, on foot and by car, and at night and day, to position the 1TRL as the brand made for the trail.
032c magazine - FW21
We target Merrell 1TRL to a tier 1 audience via selected press outlets and social media to meet them on the progressive fringes of fashion.
FW21 launched using stills, a 30-second hero film and a 15-second short across social media, press ads, social ads, and across ecom using the Merrell homepage.