Patagonia Backpack Ad Concepts

The challenge of my ad campaign for Patagonia is to show both the durability and performance focused functionality present in Patagonia's line of outdoor/sport backpacks. Patagonia's brand is synonymous with both durability and performance and therefore this ad campaign will serve to highlight these features by showing the places these backpacks can be used effectively. The target audience for this campaign is outdoor focused adults who thrive on adventure. Currently Patagonia is in high standing with this audience because they have a legacy of creating products that not only withstand the elements but greatly assist users in their outdoor activities by providing quality, trustworthy products. The aim of this campaign is to not only remind consumers that Patagonia brand backpacks are durable and intended for outdoor adventures and trips but also to indicate that Patagonia backpacks can take you to these places and outfit you appropriately for whatever you might encounter. This will be achieved by presenting Patagonia brand backpacks alongside concepts of outdoor exploration such as vast, snowy mountains or beautiful, lush forests. The main concept that consumers should take away from this ad campaign is that outdoor exploration is fun and desirable and that the best way to participate effectively in these outdoor activities is by using Patagonia brand backpacks. I believe this ad campaign would be successful both in print and video but I believe the print ads would be slightly more effective because their placement in outdoor/adventure based magazines would directly connect with the intended market. Overall, this ad campaign focuses on showing the vast, superior capabilities of Patagonia brand backpacks alongside the beautiful outdoor settings they excel in.

My first concept for a print advertisement is to show a Patagonia backpack in use in one of its intended outdoor locations such as a cliff in the previously mentioned snowy mountains. The backpack would be placed near the edge of the cliff so that the mountains in the background are visible. There would be some sort of indication for the adventurer's path such as a point A/point B marker or a dotted path. Basically, something to illustrate that the adventurer using this Patagonia backpack has a difficult trip ahead of him to reach his destination. The tagline would read something similar to "Patagonia can, can you?" This ad definitely reflects the inspiration taken from the Land Rover ads because it prompts the consumer to push themselves while also implying that Patagonia brand backpacks can handle anything you would encounter.

My second print ad concept, and my favorite of the two, would show a Patagonia backpack from the top down revealing the inside of the backpack and flanked by other adventure gear such as icepicks or climbing equipment. However, instead of placing these items within the backpack the backpack's interior would show an outdoor scene such as mountains or beachside cliffs. The implication being that this experience is contained within the Patagonia backpack because they are specifically designed for performance in those types of situations. The accompanying tagline would be "Carry an adventure with you." I believe this ad would be especially successful because it not only implies the durability and performance qualities present in Patagonia backpacks but also directly links the backpack to it's intended situation of use. In addition, it would also entice consumers not familiar with the brand because the outdoor scene would appeal to those looking for adventures or new experiences.