12 February, 2024
By highlighting the value of the outdoors for our minds and bodies, the campaign captures a universal truth that applies to humanity: a deeper connection with nature makes us all better
Modern mountain sports lifestyle brand Salomon has partnered with creative advertising agency DDB to unveil its new multi-channel brand campaign — “Welcome Back to Earth.” To broaden global awareness among consumers and connect with younger audiences in key brand epicenters of San Francisco, Shanghai, New York and Paris, the campaign invites new audiences—as well as Salomon brand loyalists—to reconnect with the outdoors.
To pique the interest of mountain novices while remaining true to its rich sports heritage, Salomon is debuting a series of inspiring films shot in locations such as Ljubljana and Triglav in Slovenia, and Cortina d’Ampezzo and Monte Lagazuoi in the Italian Dolomites. Inspired by the human truth that being active in natural environments significantly improves mental health, as well as overall wellbeing, quality of life, happiness and life satisfaction, the creative transports techoverloaded city dwellers to the mountains, welcoming them 'Back to Earth.'
To produce the Welcome Back to Earth brand film—as well as three more films for its Outdoor, Running and Sportstyle product categories—Salomon called on top industry talent that included directors Martin de Thurah and Elena Petitti di Roreto, along with photographer Jake Jones. Agency side, inspiration came from Alexander Kalchev, Chief Creative Officer at DDB Paris, in collaboration with Salomon Brand Creative Director, Jason Israel.
The full 90-second Welcome Back to Earth brand film will debut on 6th February and can be viewed here. A 30-second version of the brand film will air to Super Bowl LVIII television viewers in New York and San Francisco. The film will also air to Paris area television viewers during the 2024 Olympic Games in that city. In the months ahead, Salomon will unveil the three additional Welcome Back to Earth brand films created around its Outdoor, Running and Sportstyle categories.
Scott Mellin, Global Chief Brand Officer, Salomon:
“At Salomon, we exist to unleash the best in people through mountain sports. As the world’s most authentic, premium and innovative brand for the mountain sports lifestyle, we're on a mission to be the most trusted partner for consumers as they embark on, or deepen, their relationship with the mountains and the outdoors.
Digital connections can dominate our day-to-day lives, and the Welcome Back to Earth brand films illustrate the innate value of time in the outdoors for our mind and body. Salomon is proud to offer this invitation to connect with the outdoors through this campaign.”
Alexander Kalchev, Chief Creative Officer, DDB Paris
“Salomon’s brief was clear from the outset: produce a powerful brand story that illustrates the brand mission and appeals to a human need of the day. For us, this meant a clear call to action—invite people to reconnect with nature in its simplest form. From there, we worked in close collaboration to create a visual expression of the alienation many people feel from nature and to offer a clear invitation to embark on an almost spiritual journey back to Earth.
Recognizing that even the visual effects had to feel authentic, we gave director Martin de Thurah complete creative freedom to experiment with real-life practical effects. I challenge anyone viewing this film to resist the urge to step outside and reconnect with nature.”
Outside & Active is the home for those who love the outdoors. Our mission is to inspire, inform and educate people about being active outdoors in a fun, safe and sustainable way. We provide inspiration, kit, tech and advice on adventure, camping, climbing, cycling, hiking, running water and winter.
Most recent articles by Outside & Active
Athletes of all levels can experience unforgettable riding experiences and celebrate the eMTB community at TweedLove’s Electric Weekend and the eMTB Enduro at Ard Rock
Last Sunday 14th April saw the much-anticipated return of the adidas Manchester Marathon, the UK’s second largest marathon known for its flat course and friendly atmosphere. With over £29 million spent in the city centre and Greater Manchester last weekend, the event generated a spectacular boost for the local economy.
Did you miss out on attending this year's National Outdoor Expo? Or simply feeling the blues from the show and want even more EXCLUSIVE content? The National Outdoor PodShow is the one-stop-shop for those who love the outdoors.
Most recent articles in ADVENTURE
In times of crisis, especially when on an adventure, the use of GPS tracking in emergency response has proven to be invaluable.
Did you miss out on attending this year's National Outdoor Expo? Or simply feeling the blues from the show and want even more EXCLUSIVE content? The National Outdoor PodShow is the one-stop-shop for those who love the outdoors.
Period buildings are loved by Brits, there’s no doubt about that. One-fifth of us find the ideal property to be characterful with traditional aesthetics – and there’s more out there than you think. In fact, more than one in five buildings are listed as period properties.