Eddie Bauer - ‘Eddie. Set. Go.’ Brand Campaign

Eddie Bauer was started a century ago as an expedition outfitter in the rugged Pacific Northwest.  They invented the first down parka.  They outfitted the first American ascent of Mt. Everest.  They were the brand of raging blizzards and roaring rapids.  But then the company was sold to General Mills, then to the catalog company Spiegel, and over time they looked more like a brand born in a mall than on a mountain.  Their challenge to us?  Get them back on the map as a legitimate outdoor brand.  And it wasn’t just talk – they had hired some of the world’s biggest adventurers to design their gear.  So instead of giving them a few ads, we gave them a rallying cry.