Salomon launches multi-channel ‘Welcome Back to Earth’ campaign

Sports lifestyle brand Salomon has launched a new multi-channel brand campaign, “Welcome Back to Earth”, in partnership with advertising agency DDB.

The campaign, which invites new audiences and brand loyalists to reconnect with the outdoors, aims to broaden global awareness among customers and connect with younger audiences in key brand locations of San Francisco, Shanghai, New York and Paris.

Subscribe to Mobile Marketing Magazine

Click here to get the latest marketing news free in your inbox every Thursday

As a result, the sportswear brand drafted in top industry talent that included directors Martin de Thurah and Elena Petitti di Roreto, along with photographer Jake Jones.

As part of the campaign, a 30-second version of the brand film will air to Super Bowl LVIII viewers in New York and San Francisco.

In the months ahead, Salomon will unveil the three additional Welcome Back to Earth brand films created around its Outdoor, Running and Sports-style categories.

Saloman Global Chief Brand Officer, Scott Mellin said: “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.”

DDB Paris, Chief Creative Officer, Alexander Kalchev added: “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—inviting 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. Recognising 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.”