Kathmandu has historically been associated with winter. We needed to reposition them as a lifestyle brand for all seasons. Their 2022 summer collection features SUN-Stopper technology, allowing wearers to stay ‘out there’ longer on sunny days, and a layered design approach – meaning that it’s perfect for when the sun goes down too. The opportunity was to show our young audience that these garments would help them maximise summer.

So, our objectives were to shift perceptions of Kathmandu as a winter-only brand and, in doing so, drive greater love of the brand as a whole.

The music behind this surreal tale is the 1970s Brazilian classic, ‘Jimmy Renda-Se’, by Tom Zé. It’s an unhinged track that perfectly encapsulates the energy and possibilities of summer, as well as the wild nature and kookiness of Kathmandu’s brand platform, “We’re out there.” The lyrics of the track slip between Portuguese, English and gibberish – not only providing momentum for the film, but also replacing the dialogue of the characters. It acts as a secret language known only to the group of friends.

Not only did the campaign have a highly positive impact on brand perception across both the Australian and New Zealand markets. We also managed to convince consumers that it really is a brand for all seasons, with sales figures revealing that Kathmandu had its best summer in the company’s 36-year history.