FreshWork | Montane
Campaign: ‘Never Stood Still’
Following a strategic re-positioning, FreshBritain are delighted to share our first campaign execution with Montane.
The campaign focuses on multi-activity & endurance, principles that lie at the core of our re-positioning work. Montane stands for breaking new boundaries, stepping into the unknown, testing our capabilities and feeling truly alive in the outdoors.
An approach that encapsulates brutal truths and sublime beauty. That avoids conformity in favour of simplicity and realism.
We aimed to amplify this in the creative work. Following real athletes in their day-to-day environments as they continually strive to challenge and exert themselves. The campaign call-to-action ’Never Stood Still’ captures this ethos.
Watch the campaign film here.
“FreshBritain gave us the clarity and confidence that the core category proposition could still be claimed and our brand differentiated through an insightful and engaging brand communication framework. That framework has enabled the marketing and product teams to bridge easily from strategy to implementation.”
Andy Towne – Chairman