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Columbia
Wim Hof: The Anti-Spokesman

RAN IN: United States, Canada

CLIENT
Columbia Sportswear

Dan Hanson - VP, Global Mktg.

AGENCY
Butler, Shine, Stern & Partners (BSSP) *Lead Agency

Chris Bull - Sr. Copywriter
Tom Coates - Creative Director
Shahin Edalati - Sr. Art Director
Pete Koob - Director, Editorial
Traci Lupo - Sr. Strategist
Alex Rice - Sr. Art Director
Luke Rzewnicki - Sr. Broadcast Producer
John Sheehan - Director, Acct. Mgmt.


SUMMARY

How do you use a new product line to revive an 80-year-old outdoor-apparel brand with little technical performance credibility? You dont find some athlete to showcase your products durability in the harsh outdoors. You find the ultimate anti-spokesmanthe last person on Earth who might need your productand you make him your unexpected hero. Meet Wim Hof. He helped Columbia launch their new Omni-Heat Electric line with a socially driven campaign that not only helped improve the brand image, but also helped sell some jackets.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Interactive, Social Networking Sites/Applications, Print, Consumer Involvement

Audience: New Audience, Women, Brand Influencers, Boomers (45+)

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English