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Campaigns Editor's pick

Hunter flies giant hot air balloon boot in experiential campaign

Hunter "The Original Flying Boot"
Hunter “The Original Flying Boot”

Hunter has launched its largest ever experiential campaign with “The Original Flying Boot”, which sees a 120-foot wellington boot-shaped hot air balloon fly across the globe.

Setting off from the brand’s birthplace in Scotland, the boot will be appearing at festivals, sporting events, shows and other key outdoor moments across Europe and the US throughout the year.

The boot, which features all of the iconic wellington (or “welly”) boot’s design details, aims to promote the brand’s position as a British export. The balloon will travel down from Scotland to London in July before heading over to Europe, where it will appear at major events in countries like Spain and Belgium. It will eventually make its way to the US to engage with the brand’s largest overseas market.

The campaign is also being supported by a social media element where users are invited to post pictures of the hot air balloon using the #HunterOriginal hashtag for a chance to win Hunter prizes.

Brands are increasingly tapping into outdoor experiential campaigns not only as a way to keep their name front of mind, but create opportunities for earned media. The more aesthetically-pleasing or original the campaign is, the more it is photographed by consumers and shared on social. Similarly this year for Valentine’s Day, British womenswear and accessories label, Anya Hindmarch, released its Chubby Hearts activation where gigantic inflated red hearts – similar to the design of its handbags that season – were scattered across iconic London spots such as Battersea power station and Hyde Park.

Hunter "The Original Flying Boot"
Hunter “The Original Flying Boot”
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Editor's pick product

Hunter opens wet weather pop-up in NYC’s Grand Central Terminal

Hunter's greenhouse pop-up in New York's Grand Central Terminal
Hunter’s greenhouse pop-up in New York’s Grand Central Terminal

Hunter has launched a pop-up greenhouse in the Vanderbilt Hall at New York’s Grand Central Terminal, recreating the misty landscape of the Scottish Highlands.

Created to celebrate the brand’s British heritage, the pop-up is modeled on a traditional glass-roofed design. Visitors entering it are greeted by the atmospheric sound of rain, moss underfoot and an ethereal layer of Scotch mist – a mixture of fog and light rain common in the Scottish Highlands. Inside, they are then able to interact with some of the Hunter Original Core Concept rainwear pieces, including boots and jackets, in the environment they were designed for.

“Combining our pioneering Scottish heritage with a contemporary and playful approach to rainwear, we have built an immersive environment for the customer that we hope will transport them back to our roots,” says the brand’s creative director, Alasdhair Willis. “We wanted to celebrate Hunter’s relationship with wet weather essentials by bringing a piece of our British heritage to an iconic location in New York. The authenticity, values and versatility of the collection is what has made it such a success to date and we want to showcase that – we’ve harnessed new materials from lightweight rubber to fully showerproof cotton and developed a seasonless, unisex collection that challenges the standard connotations of rain.”

The pop-up is an extension of Hunter’s commitment to continually engage with its biggest market: the US. It will be open from Sunday, October 22 until Wednesday, October 25.

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Editor's pick film

Mat Maitland brings surrealist style to Hunter campaign film

Hunter has collaborated with visual artist Mat Maitland for a surreal, technicolour film as part of its autumn/winter 2014/15 campaign.

The spot features models including Charlotte Wiggins and Neelam Johal hiking through a forest, set against a mountainous backdrop as driving rain, flashes of lightning and a collage of floating Hunter boots arrive. A cast of animals referred to as “icons of the British countryside” including lambs, foxes, fish and geese also appear.

Maitland, who is known for his surrealist imagery and distinctive style of multi-layered compositions, said of the piece: “My focus was on depicting a mysterious dreamlike world reminiscent of the Highlands. I tried to explore the relationships between animals, people, landscapes and fashion, an idea which emerges from the collaged and abstract images pulsating on the screen.”

The film showcases new footwear, outerwear, knitwear and accessories from the Hunter Original collection, including the Original High Heel, Original Chelsea and Original Poncho. A series of stills from the video are shown below.

Maitland also created a short film that was projected onto the central surround of the Hunter Original spring/summer 2015 show during London Fashion Week last month.

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