Marmot
THE FIELD GUIDE
Creative Director at Kevin McPhee and Associates
Analogies are engaging and often humorous devices that add realism and build a connection to a brand’s distinct personality.
This campaign creatively juxtaposes the traits of Marmot’s mascot, an inquisitive and brave mountain creature, with those of mountaineers, skiers, and explorers. By highlighting the shared characteristics of curiosity and bravery, we emphasize the unique qualities of those who rely on Marmot gear to stay warm and safe in extreme conditions.
The project aims to cultivate a dedicated community of Marmot loyalists who are not only 100% sold on the brand but also embody its adventurous spirit as enthusiastic brand ambassadors. Through the campaign and its accompanying catalog, it resonates with individuals who aspire to be part of this exclusive group, inviting them to join the Marmot family and embrace the adventurous lifestyle it represents.
Art Direction: Kevin McPhee
Copy: David Begler
Photography: Various athletes
The Advertising
Ads appeared in French Canadian as well as French publications, where Marmot is a popular brand
The Catalog
To capture the allure of the adventurous lifestyle of outdoor enthusiasts, the Marmot catalog was designed to be more than just a collection of products and prices. It served as a storytelling vehicle: real-life accounts, expert knowledge, and engaging narratives. The playful use of copy and typography create the catalog into engaging read.
The technological features of Marmot products were showcased in a graphical style, highlighting their superiority over competitors. This approach not only informed but also inspired readers, drawing them into the world of Marmot and solidifying the brand’s position as a leader in outdoor gear.
