Founded in Southern Germany, Vaude is one of Europe’s most sustainable outdoor brands. The company is well known in the Outdoor industry for taking its social and environmental responsibility very seriously.
For over 40 years, the Vaude brand has been synonymous with high quality outdoor clothing and equipment. The company produce a broad range of outdoor clothing, shoes, backpacks, tents, sleeping bags and accessories for the mountaineering, ski mountaineering, trekking, hiking, mountain biking and road cycling markets. This modern, family-run business is well placed to lead the Outdoor industry in the continued production of sustainable products long into the future.
The Challenge
Vaude approached Brandwave to develop a global creative campaign for their Summer 2016 collection. They were looking for a fresh campaign that would work across multiple marketing materials for more than one season, which would integrate and communicate the brand’s main values – sustainability and innovation.
The campaign needed to work and be activated across a broad range of deliverables that included adverts, point of sale, display and trade show booths. The team were looking for a visually striking campaign with a clear and easily recognisable message. Vaude’s key requirement was a strong visual concept for the project.
The Result
Our creative team developed a range of creative photography mood boards to answer the brief. In the end, our ‘Ambient Technical’ concept was selected. The idea was based around a euphoric and abstract environment, whilst retaining a focus on Vaude’s technical products.
Using a technical studio photography environment, we suspended products from the ceiling. Nature inspired items (leaves, grass, mud etc.), which related to the specific use and product USP’s were released into the shot using high power fans. The images were styled to ensure the main focus of the image was the product. Imagery was captured through the use of high speed broncolor strobe equipment. This created an ‘all season all weather’ effect.
The campaign has since been used across social channels, print advertising campaigns and extensively at Vaude events and tradeshows. This has proven the success and versatility of the campaign, which we intend to roll out with Vaude long into the future.
