A breaking campaign for high end, high tech camping product manufacturer, Brunton, offers a different vision of “sleeping out under the stars.” The three print ads are the first work by CULTIVATOR ADVERTISING & DESIGN, Denver, for their new client.
The campaign marks the commencement of a Brunton brand repositioning, from “advanced” to “category-changing” products. As per the tried and true formulas of the hiking/camping/backpacking category, Brunton’s ads show their products in the scenic great outdoors. Diverging from those formulas, that great outdoors appears to be on some other planet. Two moons fill the sky; mountainous trees dwarf the hills they rise from; hexagonal boulders and rocky, cubic islands float above a rippled lake. All ads carry Brunton’s new tag, “The Future of Camping.”
The extra-planetary artwork is by cult-famous Hollywood futurist illustrator Syd Mead, whose professional portfolio includes renderings for “Blade Runner,” “Star Trek” (movies), Cadillac and NASA, and who is also the uncle of Cultivator creative director and art director Monte Mead. Copywriting is by Tim Abare and product photography is by Dennis Lane, Denver. The ads will run in outdoor magazines such as Outside, National Geographic Adventure, Men’s Journal, Backpacker, Field & Stream and Camping Life.