In 2018 Salomon Global set out to create their first female-focused campaign within their summer sportswear division. Our brief was simple: create a documentary-style ‘internationally inclusive’ film as well as a key photographic visual to be used as the base for the entire launch.
One of the primary goals of this campaign was to make sure all of the characters featured in the commercial were real women taking part in sports and activities that were true to them. We executed this with a small team of 12 crew and 17 cast over 4 days in and around the Western Cape of South Africa - electing for visually ambiguous locations to maintain the global expectations of the campaign. Post-Production took place at our studios in Cape Town and consisted of multiple roll-out versions for global uses, a broad range of still photography as well as social cutdowns and trailers for full online distribution.
Stills Behind the Scenes
results & observations
In early 2019, our key digital commercial launched the SalomonWMN campaign, netting almost 3.5 M views on the Salomon Youtube channel (their second-highest viewed video ever) and key social media growth in their target demographic with 8,500 new female followers in the following month of the video on Instagram and 12,400 publications using the campaign hashtag #SalomonWMN on Instagram.
what the client said
“WMN is our first global outdoor campaign, and we wanted a film that was in line with our values, authentic and impactful. From the creative to the delivery, Fell + Co went above and beyond to make sure our message had the voice it deserved”
Global Marketing for Salomon