Already well-regarded among outdoor sports enthusiasts, the brand's objective was to get a new audience into nature. Especially an urban and feminine one. Building upon the belief that has driven the brand since the beginning: a deeper connection to nature enhances our well-being. It’s essential to our mental health. We wanted to make people feel this urge to go back where we truly belong. But also translate this universal truth into a striking visual. That’s where the “Welcome back to Earth” idea came from. We’re almost like astronauts living apart from our own planet since years. The film shows this journey back towards Earth not literally, but rather in a spiritual way.

The brand film portrays the physical and mental journey of a young woman, moving from a dystopian cityscape to the pristine expanses of the mountains. At the culmination of her journey, our heroine rediscovers a fundamental harmony with herself and with nature.

Through this metaphorical story, the film is an invitation to go back to our own planet: “Welcome back to earth”.

The brand's objective was to get a new audience into nature: younger, more urban and a more feminine. It should appeal to outdoor enthusiasts and newcomers alike through a universal message and a premium, poetic aesthetic treatment.

Salomon unveiled this worldwide ad campaign during Super Bowl LVIII. But it wasn’t a “Superbowl ad” per se. Superbowl was a media opportunity to launch the campaign on a wide scale, then it lived on all year long on all screens.

The media plan, which also included OOH and sports-centric films, targeted big cities on the brand’s main markets : New York, San Francisco, Paris and Shanghai.

We launched the #welcomebacktoearth trend on social media, with Salomon’s community creating dedicated content.

More than 150 press articles were written about the campaign (New York Times, Highsnobiety…)

More than 900 reels with #welcomebacktoearth were created by Salomon’s community (influencers and users), generating 36,2 M organic impressions.

84% of people reached were non-followers, exposing the brand to new audiences.