Nikwax: Formulated for Adventure

The global leader in waterproofing and aftercare, and long standing UK brand, Nikwax tasked us with with reintroducing them into the world of modern outdoor culture. With a nod to their science led heritage but embracing what their product actually enables - adventure. Oh, and no washing machines.

We developed a campaign to increase market share by emotionally engaging with a new, younger audience. We highlight their vivid and varied approach to spending time outside as the formula for adventure with the addition of Nikwax protection and care making it possible.

The campaign involved delivering a full funnel strategy from engaging and relevant stories to rational product led conversion. Production and direction of a two day photoshoot with a big team of real outdoor folk showing us where they hike, trail run, wild swim and ride during the UK winter months.

Client: @nikwax
Concept, creative direction and production: Outside of Ordinary
Stills and Video: @elliott.waring
Post production: Outside of Ordinary

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