Salomon, the modern mountain sports lifestyle brand, has partnered with creative advertising agency DDB to launch a new multi-channel brand campaign, 'Welcome Back to Earth'. To expand global consumer awareness and connect with younger audiences in major brand hubs, San Francisco and Shanghai. , the campaign, which will take place in New York and Paris, invites Salomon brand enthusiasts as well as new audiences to reconnect with the outdoors.
True to its rich sporting tradition, yet to intrigue beginner mountaineers, Salomon has created a series of inspirational films shot in locations such as Ljubljana and Triglav in Slovenia, and Cortina d'Ampezzo and Monte Lagazuoi in the Italian Dolomites. will debut. Inspired by the human truth that being active in the natural environment significantly improves not only your mental health, but also your overall well-being, quality of life, sense of well-being, and life satisfaction, this creative uses technology to takes overburdened city dwellers to the mountains to welcome them “back to Earth.” '
To create the “Welcome Back to Earth” brand film and three further films in the outdoor, running and sports style product categories, Salomon collaborated with directors Martin de Thurah and Elena Petitti di Roreto and photographer Jake We brought together top industry talent, including Mr. Jones. On the agency side, DDB Paris' chief creative officer Alexander Karchev worked with Jason Israel, creative director of the Salomon brand, for inspiration.
The entire 90-second “Welcome Back to Earth” branded film will be released and a 30-second version of the branded film will be shown to television audiences at Super Bowl XV in New York and San Francisco. In the coming months, Salomon will unveil three of his additional “Welcome Back to Earth” brand films created around the outdoor, running and sports style categories.
Scott Mellin, Salomon's global chief brand officer, said: As the world's most authentic, premium and innovative brand for the mountain sports lifestyle, we are on a mission to be the most trusted partner for consumers as they begin or deepen their relationship with the mountains and the outdoors. Masu. Digital connectivity has the potential to dominate our daily lives, and the Welcome Back to Earth brand film shows that time spent outdoors is inherently important to our minds and bodies. Salomon is proud to offer an invitation to connect with the outdoors through this campaign. ”
The film's director Elena Petiti di Loreto said: Not only was I able to relive some of my favorite memories in the Alps, but I was also able to see the Alps through a different lens and reconnect with the mountains and my surrounding environment. This campaign gave me a great opportunity to show the world what I see when I'm in the Alps. We were also able to create a masterpiece that will inspire people all over the world to reconnect with nature and their true nature. I'm with Salomon. ”
Alexander Karchev, Chief Creative Officer at DDB Paris, said: For us, this meant a clarion call to action, encouraging people to reconnect with nature in its simplest form. From there, we worked closely together to create a visual representation of the alienation many people feel towards nature, providing a clear invitation to take an almost spiritual journey back to Earth. . Recognizing that even the visual effects needed to feel authentic, we gave director Martín de Chula complete creative freedom to experiment with real-world practical effects. . I urge those who watch this film to resist the urge to go outside and reconnect with nature. ”
