COLUMBIA - TAKE BACK YOUR POWER
Columbia is introducing a women’s capsule collection called "Built for Her".
The collection will be available in the United Kingdom, Germany, and France in April 2022.With a goal to establish itself as the leading outdoor brand, Columbia is focusing specifically on the female audience and aims to surpass its competitors. Our campaign emphasizes the fear of missing out (FOMO), which often stems from social media comparisons. FOMO can lead to anxiety and diminish self-awareness.
Columbia seeks to empower consumers to overcome their FOMO by encouraging participation in outdoor activities. This collection not only celebrates women's connection to nature but also inspires them to embrace adventure and authenticity.
Art direction : Léa Movaffaghy + Amy Ka