Looks like you need an adventure

About

The Sweat Pant Boots campaign emerged during the pandemic as a unique initiative encouraging individuals to trade their beloved sweatpants for hiking boots, inviting them on thrilling adventures across Iceland’s breathtaking landscapes. The campaign targeted adventure seekers and outdoor enthusiasts, offering a choice of experiences such as exploring the stunning Stuðlagil Canyon, whale watching in the North, and visiting a vibrant tomato farm in the South. This was a great partnership with Peel and M&C Saatchi.

The idea

The campaign’s website was designed with user experience in mind, featuring an interactive adventure selector and a seamless submission form for trading sweatpants. Utilizing a vibrant aesthetic that reflected Iceland’s natural beauty, the site aimed to engage users while promoting outdoor exploration.

The solution

The launch was accompanied by strategic marketing efforts across social media and influencer partnerships, ultimately driving significant participation and brand awareness. This innovative approach not only fostered a sense of community but also transformed the concept of comfort into an exhilarating outdoor experience.