COLUMBIA - ENGINEERED FOR WHATEVER

Once an irreverent, funny brand, Columbia Sportswear had spent recent years stuck in the wilderness of lifestyle advertising - people smiling on mountains, etc. But the truth is there’s just as much to scream at than smile about outdoors; Mother Nature can be a real motherfucker. Our pitch-winning brand idea ‘Engineered for Whatever’ says that no matter what the outdoors throws at you, Columbia Sportswear is tested to withstand the worst.

We created a new brand platform, tone of voice, look & feel and global campaign, which it turns out was very good for business.