By highlighting the value of the outdoors for our minds and bodies, the campaign captures a universal truth that applies to humanity: a deeper connection with nature.
Modern mountain sports lifestyle brand Salomon has partnered with creative advertising agency DDB to unveil its new multi-channel brand campaign, ‘Welcome Back to Earth’.
To broaden global awareness among consumers and connect with younger audiences in key brand epicentres, the campaign invites new audiences – as well as Salomon brand loyalists – to reconnect with the outdoors.
To pique the interest of mountain novices while remaining true to its rich sports heritage, Salomon is debuting a series of inspiring films shot in locations such as Ljubljana and Triglav in Slovenia and Cortina d’Ampezzo and Monte Lagazuoi in the Italian Dolomites.
Inspired by the human truth that being active in natural environments significantly improves mental health, as well as overall well-being, quality of life, happiness and life satisfaction, the creative transports tech-overloaded city dwellers to the mountains, welcoming them ‘Back to Earth’.
To produce the Welcome Back to Earth brand film – as well as three more films for its Outdoor, Running and Sportstyle product categories – Salomon called on top industry talent that included directors Martin de Thurah and Elena Petitti di Roreto, along with photographer Jake Jones.
Agency aside, inspiration came from Alexander Kalchev, Chief Creative Officer at DDB Paris, in collaboration with Salomon Brand Creative Director Jason Israel.
Scott Mellin, Global Chief Brand Officer, Salomon
‘At Salomon, we exist to unleash the best in people through mountain sports. As the world’s most authentic, premium and innovative brand for the mountain sports lifestyle, we’re on a mission to be the most trusted partner for consumers as they embark on, or deepen, their relationship with the mountains and the outdoors.’
‘Digital connections can dominate our day-to-day lives, and the Welcome Back to Earth brand films illustrate the innate value of time in the outdoors for our mind and body. Salomon is proud to offer this invitation to connect with the outdoors through this campaign.’
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Picture: Supplied