Conceptualised by Lowe Lintas, the TVC is built around the central idea of endless adventure and focuses on a way of life that lives for the next challenge, the next obstacle and the next rush
Conceptualised by Lowe Lintas, the TVC is built around the central idea of endless adventure and focuses on a way of life that lives for the next challenge, the next obstacle and the next rush
BestMediaInfo Bureau | Delhi | June 13, 2013
Woodland is India's most iconic adventure lifestyle brand and has spent over two decades inspiring outdoor exploration in every way, shape and form. The brand has launched a new ad campaign for Summer 2013 to further build on the core brand proposition by taking the idea of 'adventure' and infusing it with a new potency and relevance. The new campaign 'Why Stop?' is built around the central idea of endless adventure and focuses on a way of life that lives for the next challenge, the next obstacle and the next rush – the message is 'Regardless of what nature throws at you - adventure never, ever stops'.
The TVC has been conceptualised by Lowe Lintas and directed by Amit Gupta of Hallo Robot Productions.
The idea of this campaign is to encourage Woodland's customers to step out of their comfort zone this summer – to give the idea of 'adventure' a larger meaning by moving it from being just something you 'do' to being the way you live your life. It represents the spirit of every Woodlander by reflecting the inexhaustible passion for adventure and appetite for adrenaline to 'Explore More'.
Amol Dhillon, VP, Strategy & Planning at Woodland, said, “We wanted to capture the spirit of every Woodlander by reflecting the inexhaustible passion for adventure and appetite for adrenaline that underlines our iconic exhortation to 'Explore More'. We want to engage people to take up more adventure, build more excitement and fearlessness in outdoor / action / performance sports and to elevate the experience on-screen to let people get out and explore. What we're saying is, 'Dare to love adventure sports, whatever that sport may be, WHY STOP?' We want to tell stories and inspire a global movement of outdoor exploration while giving the idea of 'adventure' and 'explore more' a larger meaning.”
The campaign feature adventurous and outdoor settings shot in and around Los Angeles, USA – from dirt trails for biking, rocky canyons for rappelling and isolated beach for surfing.
The campaign was first unveiled in newspapers and will be going on air on television across 6-8 channels primarily catering to the youth TG, by the start of next week. The brand will also use this campaign for BTL placements starting this month as well as across digital platforms.
Shriram Iyer, Creative Head, Lowe Lintas, said, “The campaign is built around the central idea of endless adventure; of a way of life that lives for the next challenge, the next obstacle and the next rush. Regardless of what nature throws at you, adventure never, ever stops.”
The TVC:
Credits:
Agency: Lowe Lintas
Client Servicing: Abheek Chatterji, Niyati Sharma
Creative: Manzoor Alam, Mustafa Rangwala, Shayondeep Pal
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