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driven creates multi-channel campaign for GO Outdoors


Manchester’s driven has created a new multi-channel campaign for GO Outdoors, the UK’s leading outdoor retailer.

The campaign unveils the brand’s new “Discover Freedom” positioning and launches today (April 4) on TV, digital, radio, social and customer communications.

Graham Drury, partner at driven said: “The brilliant thing about the outdoors is everyone uses it their own unique way, so it means different things to different people. However, one feeling that tends to unite is the sense of freedom we get when we set foot outside. We’re thrilled to be capturing this for the wonderful team at GO Outdoors.”

The campaign is led by AV executions shot on location and featuring many different outdoor activities. The brand is continuing to use Take That’s Greatest Day as its campaign soundtrack, due to how well this has been received previously.

driven for GO Outdoor

Carly Czuba, group marketing director at JD Outdoor, added: “We’ve had a really successful year and found that Greatest Day in particular evoked a lot of positive emotion across our audience groups.

“Moving forwards, we want to build on this and remind everyone of how the essence of being outdoors feels. Discover Freedom is a perfect expression of this. Whether it’s a hike up a mountain or stroll around the block, spending time outdoors is a great escape from the current stresses of life.”

The new positioning will be rolling out across all GO Outdoors channels, including the new estate of high street Express stores qhich will continue to open over the next few months.

The campaign was produced through Batch Films with director of photography Ben Ruffell. Post production is by Manchester’s Picture Shop and media is through The7stars.

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