Columbia Sportswear has always been known to take both innovation and their tough spirit very seriously, and this is seen in every piece of gear they sell stamped with the Tested Tough seal of approval created by the late founder Gert Boyle. But they’ve also been known for using humour to tell the story of their tough gear. So, at the 10 year anniversary of Columbia’s Omni-Heat technology, a new campaign looks to combine all those iconic elements of the brand – innovation and toughness with a wink, to prove with Columbia’s Omni-Heat technology is truly is the smarter way to stay warm this season.
The campaign features four videos that set out to answer the burning question - how warm does Omni-Heat really feel? Well, the answer is different for everyone. Each person has their own unique way to seek warmth. Some feel it in a hot cup of coffee, others cozy up to a campfire with some unexpected critters and some truly adventurous types will eat ghost peppers and dare to add hot sauce. Omni-Heat feels like all of the above, sealed into every Omni-heat dot.
With the wide range of cold weather products that Columbia Sportswear offers, these relatable yet unexpected videos capture the brand and consumer personality. Tough products for tough people who brave the elements. With the added assurance that they’ve got the right amount of warmth for anything nature and the furry critters that live in it throw their way.
The campaign from 215 McCann for Columbia Sportswear will run 1st October through 24th December on streaming, social and online video. 'Bear Campfire' will run across broadcast 22nd November to 19th December.