Berghaus, the renowned outdoor brand, approached us with a challenge — to inject a fresh burst of energy into their trail 2023 campaign collection. Their goal was to appeal to the new wave of trail enthusiasts, emphasising the evolving culture within this niche.
Our mission was to create a comprehensive integrated campaign that would resonate with modern-day trail and hiking enthusiasts. We aimed to inspire individuals from diverse backgrounds to embrace the outdoors as a shared space, where their passion for adventure and exploration could flourish.
We conceived a powerful concept: “Nature is Our Neighbourhood.”. This concept allowed us to focus solely on the escapism and wonder of the great outdoors. Central to our approach was the belief that nature should be accessible to all. We sought to amplify this message by featuring authentic explorers and their stories to reinforce Berghaus' commitment to inclusivity.
Our creative direction challenged the stereotype that hiking was solely for the “older community” and “dog walkers.” Instead, we highlighted the emerging gorpcore culture, where adventure seamlessly merged with style.
To bring our concept to life, we centred the entire campaign around Common Ground, a remarkable community of outdoor enthusiasts united through the Discord platform. Common Ground’s core belief was that nature served as a unifying force, transcending any barriers.
Our choice of location, Madeira, Portugal, was strategic. Its diverse terrains, ranging from mountainous landscapes to lush forests and open fields, provided the perfect backdrop to celebrate the wonders, versatility and magic of nature.
Common Ground epitomises diversity and inclusivity, values that we showcased through both film and photography. We wove a narrative of unity while highlighting individual stories within different terrains. Each story celebrated unique experiences, ultimately reinforcing the concept that “Nature is Our Neighbourhood.".
By capturing the spirit of adventure, diversity and inclusivity, we successfully brought Berghaus’s trail 2023 campaign to life. The campaign resonates with a broad audience, whilst inspiring a new generation of trail enthusiasts to embrace the outdoors with style and authenticity.