JACK WOLFSKIN: The Real Experience

A real social media content campaign


Case: Digital campaign

Make Your Life Unforgettable

The aim is to communicate the brand as an experienceable and above all authentic outdoor brand. With real content and a credible interaction with the customer.

This is why the first major social media campaign consistently focuses on entirely authentic storytelling. Genuine. Without smoke and mirrors. For this purpose, 29-year-old Milan was handed a camera and sent on a trip to Greenland for nine days. Milan had never been to the Arctic Zone before and was very passionate about documenting this expedition. The way he felt it. Live. Pure. Authentic. He zooms in on the thoughts, impressions and moments experienced during such an unforgettable outdoor adventure. Fascinating canoe excursions between icebergs, husky sled rides at a tearing speed across seemingly endless snowy landscapes, emotions that you can feel – from total euphoria to complete exhaustion.

More than ten hours of footage were turned into an emotional two-minute clip that very convincingly conveys the message #makeyourlifeunforgettable. “We don’t eat”, the wonderful song performed by internationally renowned folk pop artist James Vincent McMorrow, is the perfect soundtrack for an elaborate and touching social media storytelling campaign aimed to address, reach and inspire a new target group for the Jack Wolfskin brand.



Storytelling everywhere

The digital campaign revolving around the real experience film is rounded off by images and short diary outtakes as well as a first-hand report, and presented on Facebook, Instagram, YouTube and the online shop.


“At Home Outdoors”: This is Jack Wolfskin’s claim and DNA. Go outside, experience nature, collect memorable moments and make your life unforgettable. It’s about more than just communicating functional wear and technical innovation. It’s about these one-of-a-kind, magnificent moments. This campaign boils it down to the essence!



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