Integrated Brand Campaign

Tilley is a classic Canadian apparel brand, known mainly for its famous hat. To create relevance with a younger audience and re-establish its travel apparel roots, we launched a fully integrated multi-channel campaign. Our focus was not just on selling clothes, but instead on selling the romance of the travel experience that Tilley clothing could enrich. Wistful feelings about travel were conjured up in print, out-of-home and digital banners. A revamped e-commerce website featured refreshed creative and a new content management system. Our redesigned catalogue featured a more contemporary and modern look and feel. A social/cinema video called “Searching for Don” was created to capture the injection of modernity into the brand in an epic, cinematic style spot that highlights the romanticism of true adventure travel. The fully integrated campaign includes updates across all of the brand’s digital and physical touchpoints.