wild yonder

Wild Yonder is a fictional Midwestern based outdoor apparel company known for its attention to detail and high quality craftsmanship. The brand is losing relevance in a competitive market to fast fashion amongst the younger generations. Our task was to present an overarching strategic platform and “digital first” campaign idea for 2021 that is fresh, yet distinctly on brand. We took a risk and chose a fusion of Gen Z and Millennials as our target reach. While their buying behaviors may seem different, we found this broad audience stands strong together on common ground: spending more for brand sustainability, quality, and social cause messaging - while staying on trend. That brought us to our insight: up + coming generations have on demand expectations - they identify with brands that meet them in the moment. Our strategy: every moment is an adventure - we baked the strategy + insight into a digital heavy, guerilla/stunt brand revival of an American classic through integration of brand legacy and collective consciousness.

We chose various angles with a unique touch to intrigue followers. OOH led with anticipation to a surprise pop-up event with an even bigger surprise - an outdoor concert with influencers Billie Eilish + Travis Scott. Social/digital sparked excitement, with a dash of nostalgia, to entice interaction with the brand through story filters, and a remake of “Oregon Trail”. For those who couldn’t attend the live pop-up, we partnered with Twitch for a surprise live stream of the outdoor mini concert to increase engagement and keep everyone included in the community experience.