Intersport – Take it Easy, Take it Epic
Intersport’s latest EMEA-wide outdoor category social campaign is now live across all key markets. The campaign, developed, produced and delivered by Wilderness Amsterdam, is inspired by the way consumers have reimagined the way they get away in 2020/21. The uncertainty and unease around travel, spending time in crowded places and booking hotels over the past year has created a renewed enthusiasm for quick, local and self-contained adventures in the great outdoors.
The outdoors offers a sense of escape – to take time to breathe and enjoy a moment of mindfulness. It’s a chance to get away from home and find a much-needed release. The key for many people is making these trips adaptable – based on weather, length, and difficulty preference.
As a result, we developed an inclusive campaign concept that places Intersport in a position to offer expert advice about technical product specifications, key hiking locations, trail etiquette, guides on what to pack, as well as inspiration and motivation.
Take It Easy / Take It Epic focuses on 2 very different ways of exploring the outdoors:
Taking it easy is all about community, family and friends. Taking time to reflect and soak in the beautiful scenery as you go. Products featured include light packs and casual, comfort-focused outdoor apparel.
Taking it epic is about adventure, scaling rocky terrain and overnight camping. These hikers go it alone or in smaller groups and showcase products with a focus on function and performance, safety equipment and more technical camping products.
The multi-day production took place on Spain’s Pedraforca mountain and Pantà de Sau. Illustrating the ‘choose-your-own-adventure ethos of this campaign concept, Wilderness delivered a series of bespoke assets including three 30 second hero films, eco-friendly hiking tips, packing, gear and apparel guides, tips for hiking with kids, top European hiking destinations and a suite of product-specific action shots featuring The North Face, Salomon, Mummut and Intersport’s own exclusive brand McKinley.
Some people want rocky hillsides.
And some people want rolling meadows.
Some people want aching muscles at the end of the day.
Others want to find a quiet place to lie back on the ground and stare at the clouds.
Some people want to look out over the grandest vista they can get to.
Some people crave stillness, peace, tranquility.
Wherever you take the outdoors, You never hike alone.
Chris Zajko, Head of Business at Wilderness, said:
“Building on the success of our past productions for Intersport, we stepped things up a notch this time around with a creative concept requiring our remote production team in Spain to take on a multi-day shoot over 2 weekends, delivering a combination of beautiful and atmospheric scenery, narrative-led hero films, bespoke engagement assets and in-action product shots. Some of our best content yet!”