The mountain sports brand Salomon has created a partnership with the creative advertising agency DDB to present its new multi-channel communication campaign: “Welcome Back to Earth”. To raise awareness among consumers internationally and to connect with the younger audience of the most important epicentres of the brand, such as San Francisco, Shanghai, New York and Paris, the campaign invites the new audience, as well as the loyalists of the Salomon brand, to reconnect with outdoor life.
To stimulate young people’s interest in the mountains, while remaining true to its rich sporting heritage, Salomon presents a series of incredibly inspirational videos shot in locations such as Ljubljana, Triglav in Slovenia, and Cortina d’Ampezzo / Monte Lagazuoi in the Italian Dolomites . Taking those truthful aspects where it emerges that physical activity in natural environments significantly improves mental health, general well-being, quality of life, happiness and feelings of fulfillment, the production transports technologically overburdened city dwellers into mountain, welcoming them “back to earth”.
To produce the film “Welcome Back to Earth” and three other projects for the Outdoor, Running and Sportstyle product categories, Salomon turned to the best talent in the industry, including directors Martin de Thurah and Elena Petitti di Roreto, together with photographer Jake Jones. From an agency perspective, inspiration came from Alexander Kalchev, Chief Creative Officer of DDB Paris, in collaboration with Jason Israel, Brand Creative Director of Salomon.
The full 90-second video “Welcome Back to Earth” debuts today, February 6 and can be seen at this LINK. A 30-second version will air for Super Bowl LVIII viewers in New York and San Francisco.
The clip will also be broadcast to viewers in the Paris area during the 2024 Olympic Games. In the coming months, Salomon will present the brand’s other three “Welcome Back to Earth” videos created for the Outdoor, Running and Sportstyle categories.
Scott Mellin, Global Chief Brand Officer, Salomon
“At Salomon, our mission is to unleash the best in people through mountain sports. As the world’s most authentic, exclusive and innovative mountain sports lifestyle brand, we aim to become the most trusted partner for consumers who are starting or consolidating their relationship with the mountains and the outdoors. Digital connections can dominate our daily lives and the ‘Welcome Back to Earth’ videos show the intrinsic value of time spent outdoors for our mind and our body. Salomon is proud to offer this invitation to connect with the outdoors through this campaign.”
Alexander Kalchev, Chief Creative Officer, DDB Paris
“Salomon’s brief was clear right from the start: to produce an effective narrative that illustrated the brand’s mission and appealed to an increasingly current need. For us this meant a clear call to action: urging people to reconnect with nature at its simplest.From here we worked in close collaboration to create a visual expression of the sense of alienation that many people feel towards nature and to offer a clear invitation to embark on an almost spiritual journey back to the Earth. Recognizing that the visual effects also had to be absolutely authentic, we gave director Martin de Thurah full creative freedom to experiment with real practical effects. I challenge anyone who sees this video to resist the urge to go outside and reconnect with nature.”
2024-08-02 00:00:00
#EARTH #Sportdimontagna.com
