Heritage, Innovation, and Adventure
Fjällräven North America faced a pivotal moment: launching its first major seasonal campaign as a newly independent team. The challenge? Celebrate the 50th anniversary of the iconic Expedition Down Parka while building excitement for the broader Fall/Winter season. With creative direction brought in-house, the team worked to connect Fjällräven’s heritage, quality, and purpose with new audiences across dynamic platforms.
The campaign was anchored by powerful storytelling that blended Fjällräven’s legacy with its forward-thinking ethos. A high-profile Times Square billboard took center stage, positioned directly beneath the New Year’s Eve ball drop and showcasing the brand to millions during one of the world’s most visible moments. Digital content, including landing pages, social assets, and web ads, paired heritage imagery with modern product visuals to drive awareness and conversion. Print placements in premium magazines further extended the campaign’s reach, offering a tactile connection to Fjällräven’s story.
The campaign also expanded into the physical world with train wraps in Denver and Toronto, bus wraps in Boulder, and dimensional window displays that celebrated the Expedition Down Parka’s 50-year legacy. In-store experiences brought the seasonal story to life, creating a seamless connection between the brand’s storytelling and the retail environment.
The campaign amplified Fjällräven’s presence on a global stage and reaffirmed its identity as a brand rooted in purpose and quality. The Times Square activation reached millions during New Year’s Eve, cementing the brand’s visibility during a peak cultural moment. By bringing creative direction in-house, the team significantly reduced production costs while maintaining the high quality of its activations.
This campaign marked a milestone for Fjällräven North America’s new marketing team. As their first major collaboration, it demonstrated their ability to deliver a large-scale, multi-channel campaign with creativity, adaptability, and purpose.
Born in the Arctic, built to last.
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Blending heritage, innovation, and sustainability, the Fall/Winter campaign set a new benchmark for Fjällräven North America and inspired adventurers across the globe.