Outside of Ordinary has designed a new youth-focused ad for waterproofing brand, Nikwax.
The Manchester agency’s Formulated for Adventure multichannel campaign debuts this week, hoping to “inspire and empower” Gen Z and Millennials to enjoy outdoor adventures.
“At Nikwax, our products have been at the forefront of innovation in the outdoor industry for nearly five decades,” said Laura Ball, Marketing Director at Nikwax.
“Now, by launching the ‘Formulated for Adventure’ campaign, we look forward to facilitating a new generation of outdoor enthusiasts. Our cleaning, proofing, and deodorising solutions are the ultimate companion to their adventures and have been specifically ‘formulated’ for them to use and access these special moments, whatever the weather.”
The multimedia, cross-platform initiative was shaped by a new research approach by the brand and it’s intended to tap into evolving media consumption habits, with a digital-first approach across video and social platforms as well as engaging outdoor communities and like-minded brands such as Cotopaxi, Passenger and LifeStraw.
“We are thrilled to collaborate with Nikwax on this campaign,” said Chris Conlan, co-founder of Outside of Ordinary.
“Our research shows that younger generations are eager to explore the outdoors but don’t always know how. They trust the brands that make them feel welcome and empowered. ‘Formulated for Adventure’ sends a positive message that we all have that sense of exploration within us and perfectly embodies Nikwax’s scientific expertise and commitment to making outdoor experiences more enjoyable for everyone.”
