Outdoor lifestyle and equipment brand Arc’teryx is celebrating life lessons learned from the great outdoors in its latest work, what the brand is calling its first truly global campaign.
“No Wasted Days” focuses on a diverse group of 11 outdoor enthusiasts, from mountaineers to snowboarders, all of whom made the best of the opportunities and situations given to them to find their way to excellence on the mountain. They’ll appearing in digital, OOH, retail, community activations and a coffee table book, all of which will be used to spotlight the campaign’s stars and their “uncommon journeys.”
Feature-length films, ranging from telling the story of a 44-year-old snowboarder who lives off-the-grid to the team who made an attempted rescue on Mount Washington in 1982. The films will be showcased in a tour that began in New York this weekend and will conclude in Toronto this January. Ticket sales will benefit a different local community partner in each city the tour stops in.
“Through elevating the voices of those in our community who are carving their own path and driving real change in the outdoors, we want to inspire and encourage people to take the path less traveled,” says Karl Aaker, VP of brand at Arc’teryx.
Aaker tells strategy the campaign is rooted in the Arc’teryx ethos that “there’s always a better way,”
“We started making climbing harnesses in a basement 34 years ago because we believed we could make a better product than anything that existed at the time,” Aaker says. “We’ve evolved a lot since then but haven’t yet shared our point of view with the world. With the launch of the ‘No Wasted Days’ campaign, we begin sharing the spirit that has defined our brand.”
“No Wasted Days” was produced in house, in collaboration with the brand’s internal team and external contractors. It worked with Colorado-based agency RYGR on the media buy.
According to Aaker, Arc’teryx is aiming to generate brand awareness with those who are new to Arc’teryx, but with content that will resonate with its guests who are already familiar with the brand.
