Lifestyle brand hits new summit with mountain theme

Sports lifestyle brand Salomon has partnered with creative advertising agency DDB to unveil its new multi-channel campaign — "Welcome Back to Earth''.

To broaden global awareness among consumers and connect with younger people in the key brand epicenters of San Francisco, Shanghai, New York and Paris, the campaign invites new audiences and brand loyalists to reconnect with the outdoors.

Believing that being active in natural environments significantly improves mental health, overall well-being, quality of life, happiness, and life satisfaction, the campaign hopes to transport tech-overloaded city dwellers to the mountains by debuting a series of films shot in locations such as Ljubljana and Triglav in Slovenia, and Cortina d'Ampezzo and Monte Lagazuoi in the Italian Dolomites.

The full 90-second Welcome Back to Earth brand film had its debut on Feb 6, along with three more films for its Outdoor, Running and Sportstyle product categories.

In addition, a 30-second version of the brand film was aired to Super Bowl LVIII television viewers in New York and San Francisco. The film will also air to Paris area television viewers during the 2024 Olympic Games in that city.

"At Salomon, we exist to unleash the best in people through mountain sports. As the world's most authentic, premium and innovative brand for the mountain sports lifestyle, we're on a mission to be the most trusted partner for consumers as they embark on, or deepen, their relationship with the mountains and the outdoors," said Scott Mellin, the global chief brand officer of Salomon.

'Digital connections can dominate our day-to-day lives, and the Welcome Back to Earth brand films illustrate the innate value of time in the outdoors for our mind and body. Salomon is proud to offer this invitation to connect with the outdoors through this campaign," Mellin added.