Outdoor retailer, GO Outdoors, has unveiled a new television advert and multi-channel campaign, encouraging their customers to ‘Discover Freedom’.
The campaign, created by advertising agency driven, highlights the brand’s new focus on spending time outdoors to liberate yourself from the everyday grind.
Shot in New Zealand, the campaign features a range of outdoor activities and features Take That’s ‘Greatest Day’ as its soundtrack when encouraging customers to step outside.
It also spotlights a range of GO Outdoors’ trusted brands, including mountain bikes from Jamis Bicycles and Berghaus waterproof jackets, showcasing their impressive range of outdoor products.
The new positioning will be rolling out across all GO Outdoors channels, including the new estate of high street ‘Express’ stores continuing to open over the next few months.
Carly Czuba, Group Marketing Director at JD Outdoor, said: “We’re delighted to unveil our new TV advert and multi-channel campaign, which proves that there’s no place like the outdoors.
“We’ve had a really successful year and found that the song ‘Greatest Day’ in particular evoked a lot of positive emotions across our audience group.
“Moving forward, 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, not just for us, but for the whole nation.
“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. GO Outdoors has everything customers need to enjoy these activities and keep the outdoors accessible.”
Graham Drury, Partner at driven, said: “The brilliant thing about the outdoors is everyone experiences it in their own unique way, and 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 feeling for the wonderful team at GO Outdoors.”
The campaign launched this month across TV, digital, radio, social and customer communications. It was produced through Batch Films with Director of Photography Ben Ruffell. Post-production was by Manchester’s Picture Shop and media is through The7stars.