Situation:

Macpac is New Zealand’s original outdoor gear manufacturer, making tough, high quality outdoor gear since 1973. The brand is well known in New Zealand, but relatively unknown in Australia, where it has a number of well-established competitors.

Brief:

Increase awareness and consideration of Macpac in Australia and New Zealand.

Objectives:

We sought to highlight two things about Macpac:

- The quality and durability of their gear.

- Their Kiwi Heritage (which has in-built outdoors credibility).

A hiker dangles in the air next to a cliff.

He’s hanging onto the sleeve of a puffer jacket.

The puffer jacket is being held by another hiker, dangling above him, who comments “This is a bit precarious.”

The two hikers discuss the jacket’s quality, durability and brand – “Ahhh, Macpac.”

A voice from above – belonging to a hiker we haven’t seen yet - tells them to be quiet. We reveal that the two hikers are hanging from the ankle of a third hiker, who is hanging onto a cliff.

An old woman peers over the top of the cliff, and comments “this is a bit precarious”.

The dangling hikers agree – “That’s what I was saying!”…”Yeah, that’s what he was saying.”

We pull out to reveal they are dangling from a cliff on an epic mountain in New Zealand.

SUPER: MACPAC. WEATHER ANYTHING