Previously championing the tagline "If You've Got the Guts, We've Got the Gear," our neighbors at The Backpacker wanted to extend their brand beyond its exclusive hardcore messaging. They already had the trust and patronage of the enthusiasts, but this hardcore perception limited its ability to reach key audiences represented by the less extreme, everyday customers.
Strategically working toward our set objectives for the Out There campaign, which included broadening its audience, selling its products and deepening its roots, MESH utilized a range of media. From social and digital, to video and experiential outdoor, each message positioned the Backpacker as the only brand that could provide the knowledge, inspiration and gear needed to Get Out There. With powerful visuals and an invigorating call-to-action, our “Get Out There” campaign stripped the Backpacker's message down to its rawest form -- encouraging and supporting each individual's own kind of adventure.