DescriptionCreate the brand’s biggest launch in years: The Omni-Heat Infinity technology – the new gold standard in thermal-reflective warmth.

THE PRODUCT

OMNI-HEAT™ INFINITY

The newest evolution of thermal-reflective warmth. An expanded pattern of the Omni-Heat dots that reflect more of your body heat, delivering instant warmth and breathability.

Launch our new technology as the Gold Standard in Warmth to drive top-of-mind awareness for Columbia brand and omni-heat infinity.

1. Drive consumer perception of Columbia as innovative, creative, and fun.

2. Drive engagement with target consumers.

3. Increase consideration and conversion in commercial channels.

Client documents, a novel on the brand story, competitive audit, cultural exploration, and target deep dive.

Two closely related targets. Both want the smarter way to stay warm, but for two different reasons:

1. Lifestyle wear with a cool background story

2. Activewear for outdoor activities

Omni-Heat Infinity is gold that keeps you warm... unlike normal gold.

Hijack gold in culture to show that Norm Gold (gold in culture) doesn’t meet the gold standard of warmth: Warm Gold (Omni-Heat Infinity).

Gold used to be, well, useless. But when we made the Omni-Heat Infinity, we created gold that keeps you warm. To prove it’s better, we’ll pit “norm gold” against our new “warm gold” in the coldest conditions.

TV spots, online videos, social posts, digital ads, and print ads.

In terms of performance, the video had an average % viewed that was +92% over the benchmark for videos and the landing page had an incredible 22.99% CTR which beat our CTR benchmark by more than 1,000%.