Kathmandu launches quirky new summer campaign via Special New Zealand
Kathmandu has launched its new summer campaign created in partnership with Special New Zealand.
‘Summer Never Sleeps’ highlights the spontaneity of the summer season, painting the warm season as the time to venture somewhere new and take on unexpected opportunities during the day and at night too.
The new work builds on Kathmandu’s ongoing ‘we’re out there’ platform, acknowledging that in the summer time people get out there for festivals, day trips, swims and everything in between, and encouraging them to stay out there with a summer story that suggest no time to rest.
The campaign features a 60-second spot created by Special and Scoundrel, following a groups of friends on a quirky summer adventure from night to day, and night again.
Set to the soundtrack of Jimmy, Rend-Se by Brazilian composer Tom Zé, the group roast marshmallows, bike off trail, snoop a merman portrait painting, swim fully clothed, dance, march and row through the night, dressed in Kathmandu’s outdoor gear.
Eva Barrett, Kathmandu’s chief customer officer, said: “As the Number 1 outdoor brand in Australia and New Zealand we play a meaningful role in summer and we’re on a mission to get as many people ‘out there’ in nature as possible. Why? Because we know how the outdoors makes us feel. The outdoors is transformative. When we spend time out there our stress goes down, our empathy goes up and we become more creative and feel happier… And that’s at any time, not just when the sun is up.
“We’re thrilled to have continued our work with Special New Zealand who helps us tell our story innovatively, creatively and passionately.”
Lisa Fedyszyn, Special’s executive creative director, added: “Kathmandu is an adventurous brand and one that stands out, not just in its category, but in everything it does. The Summer Never Sleeps campaign encourages and facilitates everyone to fit in as much as they can over summer because it’s most rewarding when you make the most of being out there and staying out there.”
The campaign, which coincides with the launch of Kathmandu’s new Spring/Summer collection, launches today, rolling out across TV, digital, social, out of home and PR in ew Zealand and Australia, and will run until the 19th of November.
Credits
Brand: Kathmandu
Chief Customer Officer: Eva Barrett
Head of Global Brand Campaigns: Michaela Clark
Head of Marketing AU/NZ: Richard Dalke
Global Head of Social Media: Shailyn Shah
Creative Manager: Glenn Gibbins
Creative Agency: Special Group New Zealand
Chief Creative Officer: Tony Bradbourne
Executive Creative Director: Lisa Fedyszyn
Executive Creative Director: Jonathan McMahon
Creative Director: David Shirley
Associate Creative Director: Letizia Bozzolini
Associate Creative Director: Justin Butler
Associate Creative Director: Julia Ferrier
Head of Production: Sally Lankshear
Senior Producer: Casey King
General Manager: John Marshall
Senior Business Director: Amelia Hopkinson
Business Director: Kate Syms
Business Manager: Ruby Koia
Chief Strategy Officer: Rory Gallery
Group Strategy Director: Ed Gunn
Strategy Director: Jolene D’Souza
Production Company: Scoundrel
Director: Daniel Warwick
Executive: Producer – Adrian Shapiro
Associate Executive Producer: Morgan Benson-Taylor
Line Producer: Luka Jauh
DOP: Jan David Gunther
Production Designer: Lara Stefancic
Offline Editor: Adam Wills
Illustration: Laurie Herman
VFX and Online: bEpic
Facilitation: BAS productions
Soundmix: Kraatz Studios
Music Supervisor: Karyn Rachtman / Mind Your Music
Media Agency: Dentsu
PR Agency: Edelman
Social Agency: We Are Social
Have your say