MEC - Summer Camping campaign

Traditionally, camping is MEC’s biggest retail category, but it struggled to shake the perception that it was a destination for only the most hard-core backcountry camper.

With a goal to showcase that MEC has everything you could possibly need to go camping, we took the unconventional approach only showing the blank canvas of a bare front country campsite, inviting the viewer to use their imagination to complete the picture.

Lower funnel tactics showed variations of camping set ups, from extravagant to minimalist.

Role: Concept, Art Direction

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Instore - end cap banners

Instore - merch table signs