Despite being well-known in New Zealand, Macpac was relatively unknown in Australia, so we created Macpac’s first-ever international brand film… that ran in Australia. The film is a classic, tried-and-tested product demonstration, only it also features a stunning New Zealand landscape, unique low-key characters, and the Kiwi charm and humour the rest of Australia (and the World) has come to love.

Macpac is New Zealand’s original technical outdoor brand – making and testing tough, high quality outdoor gear since 1973.

Despite being well known in its home market of NZ, the brand was relatively unknown in Australia (with Kathmandu dominant), with less than 10 percent of Aussies even aware of Macpac. And those who knew it, reckoned it was just another outdoor brand.

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

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).

Macpac - A Bit Precarious - 45

A hiker - Jimothy - is dangling in space, from a cliff, texting. He drops his phone.

A voice from above - Barry - says:

Barry: Have you still got your phone?

Jimothy: No.

We reveal that Jimothy is hanging from a Macpac jacket, held by Barry.

Barry: Well this is a bit precarious.

Quite precarious in fact.

If this was a film, the jacket would probably start to rip at this point.

Jimothy: Yeah but this is a Macpac.

Barry: Ah, Macpac.

The shot cuts to show Barry admiring the fabric between his fingers.

Barry: This fabric is incredible, what is it, silk?

Jimothy: No...

...But it is water resistant.

Barry: How good.

A third voice - Sunita. We pull wider to reveal our dangling hikers are dangling from a third hiker,

holding on to a cliff.

Sunita: Oi, someone’s coming.

We pull wider still to reveal a figure - Maggie - carefully approaching the edge of the cliff where

our heroes dangle.

Sunita: Hi.

Maggie: Oooh, this is a bit precarious.

A downward shot.

Barry: That’s what I was saying.

Jimothy: Yeah, that’s what he was saying.

Maggie: Oooh.

A very wide shot, showing all four people and the mountain.

SUPER: Macpac. Weather Anything.

Jimothy: Do you know why they call it Scroggin?

Barry: It’s a Dutch term...for pocket nuts...Scroggin.