CLIENT
ECCO
BIG IDEA
Find Your Adventure
DETAILS
Campaign
Strategy & Identity
Art Direction
Production
Strategy & Identity
Art Direction
Production
TEAM
Creative Producer: Sophie Offord
Creative Lead: Georgia Watt
Art Director: Georgia Watt
Designer: Angeles Roldan
Designer: Camila Ferretti
Project Manager: Ida Bjerga
Photographer: Sam Ingles
Videographer: Will Nangle
Social Videos: Will Derek
Creative Lead: Georgia Watt
Art Director: Georgia Watt
Designer: Angeles Roldan
Designer: Camila Ferretti
Project Manager: Ida Bjerga
Photographer: Sam Ingles
Videographer: Will Nangle
Social Videos: Will Derek
Challenge
To shift the perception for ECCO Outdoor from dependable, comfortable and sustainable footwear to the shoes that will carry you on epic adventures.
Insight
Through conversations with key stakeholders and developing in-depth user personas, we understood that there was a huge range of ECCO customer - from urban young professionals to people enjoying their retirement. Our insight? Adventure means something different to each customer.
Solution
Find Your Adventure. This inclusive '23 creative strategy for ECCO Outdoor invites every ECCO customer to discover new experiences in the ECCO Outdoor collection.
RESULTS
Conceptualisation and execution of global photo campaigns for three ECCO Outdoor products, a video campaign, and social content, shot over 5 days in the French Swiss Alps. Campaign playbook including guides for design and copy teams. Design and copy toolkit with all assets and actionable recommendations for implementation. Tone of voice and messaging guidelines including principles, direction, and a suite of examples.
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CAMPAIGN STRATEGY | UNDERSTANDING (Market research, trends insight, customer insights, user persona)
We researched marketing, campaign and product trends in the outdoor lifestyle space, and took a deeper look at aspirational competitors. We reviewed their positioning, storytelling, art direction and visual design to better know how we could carve our own. We wrote comprehensive user personas for each of the product lines based on interviews with ECCO stakeholders, which gave us a deeper understanding of user needs, goals and expectations.
CAMPAIGN STRATEGY | IDEATION (workshops: how might we, CRAZY 8's)
Working as a remote team, we decided to use Figma as our tool for collaboration. Two of the workshops I ran were 'How Might We' and 'Crazy 8's'. HMW frames issues/problems as questions to solve, helping the team look at the project in an opportunistic way and from all angles. Crazy 8's is a brainstorming exercise where team members are asked to come up with 8 creative ideas in a 10 minute timeframe. The limitations of this exercise helps get people out of their head, rough ideas down on paper, and crucially it encourages iteration over perfection at these early stages.
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CAMPAIGN RESULTS | 01: ULT TRN | Made for the Elements. Made for Adventure.
The ULT TRN shoes are designed for all terrains and adventures. Our collage-inspired design features maps and topography lines from the French Swiss Alps (where we shot the campaign), and reflects the diverse experiences our shoes accompany - from everyday outings to epic adventures.
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CAMPAIGN RESULTS | 02: EXOWRAP | CONNECT WITH THE ELEMENTS.
Immerse yourself in nature with EXOWRAP sandals – making a connection with nature feel closer than ever. We used an under water camera lense to get closer to the action. Graphically, we used the visual properties of water as inspiration in the design identity, distorting typography and highlighting product features.
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CAMPAIGN RESULTS | 03: BIOM 2.1 x MOUNTAIN | SET YOUR ADVENTURE IN MOTION
Adventure does not end once you have completed a trail or reached the top of a mountain. It is not static - it is a feeling you can chase forever. This campaign focuses on activating the adventurous spirit in all ECCO customers, setting the wheels in motion for a lifetime of chasing adventure. We used a blurred photography effect that is full of raw energy to convey the dynamic spirit of this shoe.
