Outdoor & Apparel · Enterprise · Global
Creating a global campaign and digital services for GORE-TEX's brand extension.
GORE-TEX – synonymous with waterproof – was launching a range of fabrics that weren't.
INFINIUM needed to mean something to consumers when the qualities it contained were heterogeneous: insulating, windproof, breathable, but never the one thing the brand was known for.
We found the emotional bridge. GORE-TEX's real equity isn't waterproofness – it's the rigour of testing.
That insight unlocked a global campaign featuring ambassadors like mountaineer Tamara Lunger and freeride skier Greg Hill – people tested to their limits by gear tested to its limits. Delivered across 10 languages and 5 continents, it gave consumers a reason to care before asking them to understand product detail.
'The hardest brief we got was making the world's most waterproof brand interesting for everything except waterproofness.'
The hardest part wasn't the campaign – it was finding a single thread for a range defined by what it wasn't.
For a brand built on functional proof, taking emotion as the unifying core felt radical – but it was the only move that worked. When you give people a reason to care, they'll give you their attention for product detail and differentiation.
We also developed service propositions giving GORE-TEX a role in consumers' lives beyond fabrics – creating a North Star that extended the initiative's ambition well beyond the campaign.
