prAna is owned a premium brand owned by Columbia Sportswear
Camp + King has been awarded AOR duties for prAna, a premium lifestyle and active wear brand owned by Columbia Sportswear.
The initial work, a digital brand-awareness campaign, is brand-values driven and intended to attract new consumers to the prAna brand in an increasingly competitive category. The national campaign, which consists of three videos, will run on Hulu and Condé Nast sites.
This soft launch will run for eight weeks and be followed by a multi-channel brand campaign this Summer, which will continue throughout the year.
“In the social media era, portrayals of women and men in the outdoors are often unattainable and unrealistic,” says Emily Dillow, group brand director at Camp + King. “The Life is Practice campaign is a reminder that we are all practicing something, that life is about seeking adventure not approval, and finding friends, not followers. It’s a celebration of the little moments that make up the everyday.”
'Life is Practice' was shot in a host of locations including Mexico, London and Joshua Tree, California.
“In partnering with Camp + King, we are excited to share our message of inclusivity, social responsibility, and an ‘always improving’ attitude with a much larger consumer audience, says Jeff Haack, vice president of global marketing at prAna.
Since its founding in 1992, prAna has been committed to creating clothing for positive change. The San Diego-based company’s products are currently sold through select specialty and online retailers across North America, as well as company-owned direct-to-consumer channels that include eight US retail stores with a focus in Western states, an e-commerce site and direct-mail catalogs.
The competitive pitch was held last September and involved four agencies. Camp + King’s in-house media partner, Scorch, was also engaged for media services.