Just Outside Your Door
Bridging the gap between a heritage brand and GenZ.
THE ASK
Create a TikTok Campaign to let GenZ know that Eddie Bauer has something for them, too.
THE CHALLENGE
Eddie Bauer’s clothing was built for extreme conditions, and so was their content. This created a narrow dialogue with a young audience who could not relate with what they were seeing.
THE APPROACH
Connect with GenZ by redefining what “outdoorsy” means to them through a campaign called “Just outside your door”.
GenZ is “outdoor curious”, but not quite ready for a traditional adventure into the wilderness. To them, seeing someone whitewater kayaking down the sheer face of a mountain is impressive, but it’s not inspiring. This type of imagery actually created distance between the brand and entry-level explorers.
Meet the new explorer.
We road tripped across the country to scout a unique mix of everyday explorers to help show us what approachable adventures are just outside their doors.
Working with a diverse mix of creators with unique interests, we were able to bridge the gap between style, performance & accessibility.
Popular creators @redleafranch & @yehslacks collaborated under our wing to highlight the functionality and style GenZ may not expect from Eddie Bauer.
We traveled to Nashville, TN to capture @redleafranch doing his everyday gardening and harvesting in his go-to pair of Eddie Bauer overalls.
@yehslacks taught us how to slack-line at the beach in Venice, Ca while showcasing the versatility of Eddie Bauer’s fleece.
We encouraged our audience to click through to .com to shop our creators' looks.
SERVICES
Creative Lead
Campaign Strategy
Creator Search
Video Production
Post Production
Design