Columbia Case study WIM HOF by Butler, Shine, Stern & Partners San-Francisco

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Industry Apparel, Clothing & Footwear, Sportswear, Athletic Footwear & Accessories
Media Case study
Market United States
Agency Butler, Shine, Stern & Partners San-Francisco
Director Henrik Sundgren
Associate Creative Director Shahin Edalati
Creative Director Tom Coates
Art Director Trevor Steinbacher
Editor Pete Koob
Released November 2011

Credits & Description

Category: Titanium and Integrated
Agency: BUTLER
Creative Director: Tom Coates (Butler, Shine, Stern & Partners)
Associate Creative Director: Shahin Edalati (Butler, Shine, Stern & Partners)
Senior Art Director: Alex Rice (Butler, Shine, Stern & Partners)
Senior Writer: Chris Bull (Butler, Shine, Stern & Partners)
Art Director: Trevor Steinbacher (Butler, Shine, Stern & Partners)
Broadcast Producer: Luke Rzewnicki (Butler, Shine, Stern & Partners)
Production Company: (Acne Production)
Director: Henrik Sundgren (Acne Production)
Executive Producer: Fran Mcgivern (Acne Production)
Director Of Photgraphy: Jallo Faber (Acne Production)
Editorial Company: (Cleaver Editorial)
Editor: Pete Koob (Cleaver Editorial)
Graphics: Tom Yaniv (Cleaver Editorial)
Executive Producer: Richard Quan (Cleaver Editorial)
Director Of Broadcast Production: Adrienne Cummins (Cleaver Editorial)
Digital Producer: Garrett Delorm (Butler, Shine, Stern & Partners)
Media placement: Web Campaign - 5 Spots - Columbia Sportswear Facebook Page - November 2011
Media placement: Web Campaign - 5 Spots - YouTube - November 2011

Describe the campaign/entry
In 2011, Columbia Sportswear unveiled Omni-Heat Electric, a line of heated outerwear using new advances in battery technology to provide warmth to active people in frigid environments at the touch of a button.

Describe how the campaign/entry was launched across each channel in the order of implementation
In order to launch it, we enlisted the aid of the last person who would ever need it. Wim Hof is an adventurer and world-record holder famous for his exploits in extreme cold. Casting Wim in the role of anti-spokesman, we created a campaign demonstrating his remarkable abilities, while also letting everyone know they could be just as impervious to the cold using our product.

Give some idea of how successful this campaign/entry was with both client and consumer
- Raised net sales by 17%; huge buzz for Columbia as category innovator
- Total views of Wim Hof are 35m, with 4m unpaid