MEC🏔
A spec case study I designed that positions MEC as the solution for urban consumers looking to conquer the realities of everyday life.
To keep things brief....
The Ask:
- Increase MEC branded jacket sales among urban consumers.
The Challenge:
- When people think to buy a new jacket, MEC is not top of mind. People only think of MEC when they need gear for extreme adventures.
The Solution:
- Show urban consumers their everyday adventures is the equivalent of scaling a mountain.
Get Urban Consumers to think of MEC when they embark on their next adventure by showing them they go on extreme adventures everyday.
The Context
The identity of the MEC brand revolves around finding strength in community and inspiring adventure even in nature’s most challenging conditions. To no surprise, MEC’s gear is as resilient as its brand identity. Since the brand originated in 1971 as an outdoor climbing gear shop in Vancouver, MEC has stayed true to its goal of encouraging consumers to seek adventure and providing them with the gear to do so comfortably.
The Problem
Embarking on an outdoor adventure in nature is not as easy as it seems, yet we don’t realize we do it everyday.
Similar to wilderness adventures, the various complexities such as weather conditions, safety, travel, planning and organization make our everyday lives extremely exhausting.
Regardless of the adventure you’re on, you want to make sure that you have a jacket that is reliable in the cold, wet and unforgiving conditions that nature can throw at you.
The Opportunity
MEC has the opportunity demonstrate to consumers its winter jackets allow people to still enjoy the outdoors, regardless of the conditions Canadian winters throw at them on a daily basis.
- The majority of Canadians revealed they hate Canadian winters and found far less pleasure in outdoor activities during this season due to the conditions.
- 76% of Canadians feel the pandemic has fuelled a new appreciation for the great outdoors.
(AKA...Canadians want to go outside more given their newfound appreciation for it; however, they dont want going outside to suck due to the brutal conditions).
The Key Insight
You don't have to scale the side of a mountain to go on an adventure...
- MEC can show consumers that adventure doesn’t have to mean testing your limits in the wild; your everyday life is already an adventure. When you embark on that adventure, you want a jacket that expects the unexpected. With MEC, you know it’s proven reliable against all the tough conditions life can throw at you, whether its scaling a mountain or commuting to work in a snowstorm.
The Concept
Create a campaign that shows the contrast between the kind of environments these jackets were designed for and the unexpected conditions we can wear them in our everyday lives.