Woods Everest ‘82
Positioning | Messaging | Brand Direction | Go-To-Market Planning | Agency Management | Creative Direction | Campaign Development & Execution
OVERVIEW
Woods outfitted the 1982 Canadian Everest Expedition Team with sleeping bags, tents, and down parkas as they became the first Canadians to summit Mount Everest. In 2022, Woods honoured the 40th anniversary of this Canadian milestone with a Made in Canada apparel collection sold at Sport Chek across Canada, including a remake of the iconic blue Woods parka. To promote the collection a national campaign was developed with a focus on paid digital, social, influencer, PR, and in-store
CHALLENGE
Connecting yesterday’s climb with today’s gear and making it relevant for Canadians through the collection’s Made in Canada origins and the Canadian spirit that lives within all of us.
Campaign hero video leveraging lifestyle content and original 1982 expedition photography. The “Canadian spirit” voiceover ties yesterday’s climb with today’s collection.
Campaign creative merged original expedition images and quotes with collection lifestyle imagery in a past vs present collage format. Messaging focused on Woods’ storied history and the Made in Canada origins of the product to reinforce credibility, trust, and quality.
With the streetwear style of the collection, the campaign included a paid media feature on HypeBeast as well as an earned media feature on CTV News Vancouver.
RESULTS
+296%
+56%
promoted product sales online vs last period (30 days)
total web traffic to Woods pages on SportChek.ca
45M
14M
campaign impressions
campaign reach
2M
hero video views