ARC'TERYX'S
ARC'TERYX'S
About the Campaign
"The Wild is Calling" is Arc'teryx's spring 2024 fashion campaign. It aims to boost brand awareness and reach a broader audience by tapping into people's desire for outdoor exploration, especially from the constraints of the Covid-19 pandemic.
The Objective
Create an integrated campaign with one overall concept advertising for Arc’teryx focusing on the outdoors.
The Idea
Advertise Arc'teryx as a way to promote the importance of outdoor spaces for relaxation and rejuvenation. The Wild is calling (Arc'teryx is Calling).
The Insight
The Insight
The Outdoor calls to everyone. Especially when they’re stuck inside.
To infuse an interactive element into the campaign, we aimed to incorporate guerrilla advertising. The concept involved placing pop-up phones in various city locations, programmed to ring as people pass by them.
Art Director: Nicole Panacci
Designer: Nicole Panacci
Copywriter: Visu Silva