Macpac is New Zealand’s original technical outdoor brand. They make durable outdoor equipment and apparel servicing the New Zealand and Australian market. The primary goal of their marketing activity was to grow their brand awareness in Australia.
Weather Anything Campaign
The idea for this winter brand campaign was: if you have the right gear, there is no such thing as bad weather. With Macpac, you can literally “Weather Anything”. Macpac is known for its sense of humour and Kiwi personality; keeping in line with this, I developed a series of bold, tongue-in-cheek statements that celebrated unpredictable winter weather, while alluding to Macpac’s product quality.
Defined by Here Campaign
This campaign was about celebrating Macpac’s heritage as a New Zealand brand, defined by the country’s changeable weather and sometimes adverse conditions. In Australia, proudly sticking to its heritage would give the brand credibility and help it differentiate itself in a crowded outdoor marketplace.
I created a flexible messaging framework that could be used across channels and worked on the TVC script (watch TVC below) that would bring the story to life.
Macpac began in the mountains, but the brand’s design ethos is embedded in every garment, right down to everyday travel wear. On the campaign launch EDM (split into 2 images below) we took customers on a journey, from mountains to the sea, to showcase how New Zealand’s unique elements had inspired every single apparel capsule.
50 Year Anniversary
Macpac is New Zealand original technical outdoor brand, with five decades of innovation under their belt. Over the years there have been plenty of firsts, and some fails.
My goal was to capture the brand’s heritage and share key milestones (both the good & the bad) on a landing page that would literally take visitors on a 50-year journey.
The language was bold, confident and at times, a little cheeky, just as Macpac’s irreverent Kiwi personality.
Click on the image to see more sections of the landing page
Digital Marketing
I worked on several digital marketing campaigns. Often, this was about taking a broader concept and figuring out how it would translate for digital marketing, where you have to capture attention fast. Here are a two examples.
Always-on, brand ad
The goal of this carousel ad was to generate brand awareness. The copy needed to convey Macpac’s expertise and product quality to viewers who knew nothing about the brand. The ad drove traffic to Macpac’s website where visitors could learn more.
The “Just in Case” Layer
New Zealand is notorious for its “4 seasons in one day” kind of weather. I came up with the idea of the “just in case” layer for a Macpac product that was easy to take anywhere if the weather turned. I wanted to promote the benefits of the jacket succinctly in an eye-catching way. The campaign drove traffic to the brand’s product page.
Latest projects
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