Atlas Outdoors

Challenge

Atlas kept buying awareness against an audience that was already awake. The people it wanted were not deciding whether to go outside, they were deciding what to carry. The campaign work was beautiful and aimed at nobody in particular.

Strategy

We shifted the brief from inspiration to usefulness. Instead of persuading people to go further, the campaign assumed they already were and answered the questions they actually had. That single move changed the media plan, the casting and the copy at the same time.

Strategy

We shifted the brief from inspiration to usefulness. Instead of persuading people to go further, the campaign assumed they already were and answered the questions they actually had. That single move changed the media plan, the casting and the copy at the same time.

Website

Shot over eleven days on real routes with people who use the kit, not models holding it. The art direction is deliberately unheroic — bad weather, early starts, worn gear. The asset system covers film, print, retail and social from one shoot, and Atlas can recut it without going back to production.

Website

Shot over eleven days on real routes with people who use the kit, not models holding it. The art direction is deliberately unheroic — bad weather, early starts, worn gear. The asset system covers film, print, retail and social from one shoot, and Atlas can recut it without going back to production.

Outcome

Campaign recall up 60% year on year at two thirds of the media spend. Direct traffic outperformed paid for the first time. The photography library is still carrying three seasons of subsequent work.

Outcome

Campaign recall up 60% year on year at two thirds of the media spend. Direct traffic outperformed paid for the first time. The photography library is still carrying three seasons of subsequent work.

Challenge

Strategy

Strategy

Website

Website

Outcome

Outcome

The result

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