Columbia Sportswear

For its most recent Fall Campaign, Columbia Sportswear sought to return to its roots with a copy tonality that combined straight talk with unexpected humor to remind consumers that Columbia’s products are the best choice to stay warm during any outdoor occasion while rewarding their smarts with a laugh.

The subsequent addressable campaign, championing the brand’s Omni-Heat™ warmth technology, leveraged a Person-Place-Moment strategy that targeted 3 High Value Audiences (Everyday Experts | Professional Elites | Urban Actives) across a range of activities (Travel & Leisure, Snow Sports, Gift Giving, etc.) during specific moments (Weather, Holiday Tentpoles, Geo Targeting, etc.). 
 

I created over 2,000 pieces of unique, cheeky and highly targeted copy that boosted brand sales while informing consumers that when it comes to staying warm in the freezing cold, Columbia Sportswear kicks the competition right in the snow balls.