Kathmandu launches winter ‘We’re Out There’ iteration via Special Group New Zealand
Kathmandu has launched the latest iteration of its ‘We’re Out There’ platform, in a new winter campaign from Special Group New Zealand.
“Winter. We’re Out There” addresses the cold season’s bad reputation, highlighting how the brand helps Australians and Kiwis to “gear up” and get out in nature all year round.
The campaign features an image set that captures a group of spirited friends thriving outdoors in the winter weather. The images are accompanied by taglines that outline the benefits of nature in the colder months.
As well as the images, there is a newly edited version of the 2021 “We’re Out There” brand film. “We’re Out There” was the first work to come from Special Group New Zealand, following its appointment by Kathmandu.
“As the number one outdoor brand in Australia and New Zealand, we play a meaningful role in winter. We’re on a mission to get as many people out there in nature as possible, with technical and functional gear to keep them warm and protected, no matter the weather,” said Kathmandu general manager of marketing, Richard Dalke.
“Our We’re Out There brand platform aim to inspire millennials to feel the benefits of nature, with a dual meaning that gives Kathmandu a clear and defined home in the outdoors, while also talking to the spirit and freedom getting ‘out there’ provides us.”
The campaign rolls out in-stores and online, as well as across digital, social, out of home and PR in New Zealand and Australia from Wednesday 26 April to Wednesday 31 May 2023.
Mumbrella has contacted Special Group New Zealand for comment.
Credits
Brand: Kathmandu
GM of Marketing, Richard Dalke
Head of Global Brand Campaigns, Michaela Clark
Creative Manager, Glenn Gibbins
PR Manager, Gabrielle Godfrey
Social Media Manager, Tom Roberston
Creative Agency: Special Group New Zealand
Media Agency: Dentsu
Have your say