InGoodTaste Delivers A Celebration of The Cold For Columbia Sportswear
InGoodTaste, the creative consultancy in collaboration with Columbia Sportswear, unveiled the latest campaign for Columbia’s Omni-Heat TM Infnity collection of winter jackets nationwide last Thursday. Produced with Farm League’s Tim Wheeler, this campaign, simply titled 'Go Out Anyway,' is a nod to the playfulness, exuberance, and excitement that comes from glowing comfort, even in the most bone-chilling of temperatures.
Critical to this campaign was the need to balance the authenticity and heritage of Columbia’s brand against a fresh new innovation that contained the promise of an entire winter season in the outdoors. In the end, it was the centre-stage musicals of years past that provided the inspiration, bringing the team to choose a highly choreographed, rhythmic expression of not only the brand and innovation, but the simple feeling of being out in the cold while the rest of the world opts to stay inside.
Working collaboratively with director of photography Trent Opaloch and acclaimed choreographer Matty Peacock, the team designed a dance style that perfectly matched the storytelling, ensuring an authentic feel throughout. Every element, from stairs to snowballs, plays a role in the dance routine, culminating in the message that the latest winter collection empowers wearers to conquer even the coldest days.
“We knew that we needed to go beyond the extreme edge of winter sports and find the universal joy of being out in tough conditions,” says Jason Herkert, CCO at InGoodTaste. “So much of what we see from outdoor brands focuses on a gritty struggle against an indifferent, frigid environment. We wanted to bring out the heart of what it means to be out in the cold, taking advantage of moments of joy, whether on an exposed crag or a city street.”
“I started my career in music videos, so I have experience filming dance and musical performances, but this was the most dance-centric film I’ve worked on,” says Tim Wheeler, director at Farm League. “It was a ton of fun, and challenging at the same time, shifting from naturalistic to choreographed storytelling while conveying the essence of outdoor gear and experiences.”
“We’ve got a long history of keeping people comfortable in the worst conditions,” offers Scott Trepanier, VP of Marketing at Columbia. “What was refreshing about this approach was that we did more than focus on the problem we were solving, but really looked at why we cared to be out in the cold in the first place. This piece really speaks to that universal drive in our community to be outdoors, regardless of how cold or wet it is out there.”
'Go Out Anyway' debuted on Prime Video’s Thursday Night Football, followed by a full funnel, multimedia, nationwide rollout on CTV, display, online video, select OOH, digital partnerships, social, and linear TV.
