Icebreaker - Be More Merino SS23 Campaign
Navigating through a competitive outdoor garment market, icebreaker aimed to transition from a regional niche to a global premium brand. The challenge lay in amplifying brand awareness among non-users and positioning merino wool as a superior natural performance fibre, thereby boosting global sales.
As the Account Director, I spearheaded the campaign from conceptualisation to culmination, navigating through the intense and time-sensitive nature of the project. The brand platform, ‘the endless pursuit of progress’, was established, embodying not just physical achievements but also advancements in thinking, purchasing, and innovating, forming a foundation for all subsequent creative initiatives.
"Be More Merino" became our rallying cry, intertwining the resilient and nature-harmonious spirit of the Merino sheep with icebreaker’s product attributes. We invited individuals to rediscover their intrinsic connection with nature, encouraging them to embody the merino spirit and rekindle their relationship with the outdoors.
Our strategy targeted not only hardcore outdoor adventurers but also those distanced from nature due to urban life. We positioned merino wool and icebreaker’s products as the pinnacle of natural performance fibres, with a message that seamlessly transitioned between emotional and rational appeals, connecting with diverse audience psychologies.
Despite tight timelines, the campaign assets were developed, produced, and delivered without compromising quality, ensuring a timely initial drop in February. Deployed across multiple channels, "Be More Merino" was more than a marketing initiative; it was a call to action that successfully drove brand awareness and sales, laying a robust platform for future creative endeavours.
Managing this campaign was a reflection of the brand platform itself – an unyielding pursuit of progress. The positive reception of the "Be More Merino" campaign underscored our team’s dedication to progress, innovation, and excellence, even amidst the pressures of tight timelines and intense project demands.
