A couple of years past the original "Why I Hike" Campaign, it was time for a summer refresh. The brand needed to let customers know that after two successful summers messaging the hike theme, there was also gear and apparel for a host of other outdoor adventures. The creative focused on poster-style images of customers in EB gear doing more than hiking, paired with a customized word-cloud graphic that captured the essence of their day in terms like air temperature, feet climbed, snacks eaten, miles ridden, vibes and personal moments. Customer research indicated four primary activities that would resonate, but we created a fifth poster as a generic outdoor activity theme, adaptable to any product that needed to sell against the theme.

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