Coleman has released its new brand film, created by Geometry Global Japan. With the new slogan “Light Up”, it shows how camping brings people together. 

In Japan, Coleman is known as a leading innovator and manufacturer of outdoor products. It has helped people have fun and make memories by providing the gear integral to their outdoor experiences. The slogan of Coleman in 2018 is "Light Up" and with this new brand movie, the brand aims to foster meaningful connections between people, through camping.

Commenting on the film, Ichiro Ota, CEO of Geometry Japan, said: “Coleman's history is said to be the history of gasoline lanterns. We’d like to re-introduce how the brand has evolved and what its symbolic lantern brings to people. Leave the hustle and bustle of the city and put yourself in nature with friends and families. Spend time to feel full of yourself. There are no rules or restrictions, just plenty of time for bonding and relaxing. For those feeling empty in this modern society, camping will certainly serve as a positive intervention.”

As the brand agency of record, Geometry Japan leads the outdoor camping brand’s major marketing activities including digital activation and in-store communications.

On the strategy, Geometry Japan added: “Our insight was that people’s behavior when camping is different from usual. When people go camping, they talk about things they do not usually talk about and experience hardships together. People find that they deepen relationships through those experiences. As we were so particular about the reality of camping, we cast real families and friends. We filmed whole moments during one week of camping. Sleeping hours are the only time we were not rolling.”