|
The technical outdoors-wear category is now more competitive than ever. Now, having a technically capable product is simply cost of entry. Gaining market share requires a strategy to do more than promoting features and benefits alone. We created an idea to build content for the Explorer brand that would help it find white space and win the battle for hearts and minds of consumers and capture the spirit of Explorer’s tagline, ‘go anywhere’.
Our idea is to utilize the thousands of hours of helmet cam footage being posted by adventurous types on YouTube every day. Explorer could tell the story behind the amazing pieces of footage through a concept called Helmet Cam Hero. It’s a simple interview that uncovers the backstory and the feeling that an adventurer experienced in the lead up to, during and after an amazing incident captured on a small Go-Pro camera.
Location: Melbourne
Contacts: Andy Gaunt
Credits:
Concept development: Andy Gaunt
Animation sequences: Aaron Barnes
Teaser Film: Blair Harris
|
