Woolrich launches its new campaign, titled "Elements Await"for the Spring Summer 2020 season. Underpinned by a new strategic brand direction, the campaign highlights the collection's trans-seasonal versatility, stylish durability and technical features through an evocative series of films and stills.

Underscoring the product communication is a rich and meaningful brand narrative, one recently reaffirmed by Woolrich. The brand now seeks to not only leverage its storied past, but to also focus on the immediate present – aiming to inspire consumers with the privilege of the outdoors and the manner in which Woolrich products support their needs.

"Our product heritage is rooted in the outdoors, naturally, " says Andrea Cané, Woolrich Creative Director. "But we recognise now that customers are multi-dimensional, that they exist in urban spaces and seek to explore their world in many ways. Our new Spring Summer collection supports their needs, and the campaign is a reflection of both their goals and our values, beliefs and capabilities as a brand.”

Shot in Barcelona and the hills of Montseny and Berga within Catalonia, the campaign was captured by Eddie Wrey and creatively directed by Wednesday Agency. The campaign narrative sees four protagonists charting a journey through natural and urban environments. The mood dictates a sense of powerful progress caught in a reportage style. The viewer sees varied seasonal elements, with the Woolrich product put through its paces and withstanding the conditions with ease.

"We wanted to deeply communicate that Woolrich is there with our customers on whatever pursuits they want to undertake," says Mathieu Garcia, Woolrich Chief Marketing Officer. "The elements are a constant source of inspiration and enablement for both us and our audience. This campaign captures the idea that Woolrich empowers a life built on adventure in the elements, regardless of terrain or environment. We feel that spirit is something that resonates universally and we'll be continuing to explore its own communicative power moving forward."

The campaign launched at the beginning of February, with selected product available in-store and online from the same date.