A new direction for Berghaus
10/09/2018
Under the title ‘Time to Get Out’, the campaign signals what Berghaus has described as a new direction for itself, designed to build “a strong emotional connection with consumers”. It urges consumers to escape from the ‘never-stop-always-on’ daily grind of modern life and spend more time in the outdoors. It seeks to call out the superficial things that everyone does on a daily basis and present an alternative that will offer potential benefits in greater mental and physical wellbeing.
Berghaus is using a series of original paintings, created for the campaign by up and coming UK artists Steve Playdell-Pearce, Kitty Cooper, Dot Jupitus and Tom Marsh, and juxtaposed with a selection of provocative messages, such as:
“Stuck in meetings about meetings?”
“Is clicking ‘Next Episode’ the most exercise you’ve done today?”
“Can’t decide which emoji to use?”
In each case, the message signs off with the strapline, ‘Time to Get Out’. The first phase of the campaign will run until March 2019 on multiple platforms.
At the time of the launch, Chris Tattersall, head of brand management at Berghaus, commented: “Modern life can be relentless and it’s all too easy to get caught up spending time on things that don’t really matter. At Berghaus, our outlook is rooted in our deep connection with the outdoors and sharing it with those who matter to us. This is our passion and ‘Time to Get Out’ is our invitation to millions of people throughout the UK. This is a dynamic, sustained and provocative campaign on a scale that Berghaus has never undertaken before. We’re excited about the creative direction and are confident that it will make a real connection.”
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