WFH - The Story of a Timely Everywhere Snap-Up Shirt Campaign and the Sessions With Sarge.
While other brands were methodically launching new products last month in cadence with preplanned schedules and campaigns , 686 Technical Apparel did something a little different in their most recent campaign to launch their new Everywhere Snap-Up Shirt. Instead of showcasing how the shirt works in urban and outdoor settings, 686’s employees and professional ski and snowboard team showed off their personal spaces and styles, providing unique insight into their lives during Shelter In Place.
The Everywhere shirt campaign was concepted and executed entirely during the Shelter In Place order and is an example of the way a small independent brand like 686 can pivot, creating messaging that resonates with consumers during these times.
“The Everywhere Shirt was originally intended to transition from the boardroom to the trail. We didn't feel responsible shooting or showing our athletes and advocates on the trail during the Shelter In Place order, so we all got together and decided to do something a little different,” noted 686 Head of Marketing, Brent Sandor.
The campaign shines the light on the 686 employees and sponsored athletes home lives with various photos of their homes, yards and flat-lay outfit grids of their personal daily apparel.
“While we didn’t feel that we could responsibly showcase all the activities the shirt excels in, we felt we could give our community a glimpse into our personal lives and styles while showcasing the shirt’s versatility and the fact that is can fit so many personal styles,” noted Sandor. He continued, “Everyone was adjusting their lifestyle to a new norm and we thought it would be very fitting to provide a peak into our new at-home lifestyles as well as some of our spaces. I’ve always been inspired by other people’s creative spaces and this just felt right for the time and product.”
Much like Saturday Night Live (At Home), there were no professional photographers, art directors or stylists on "set." "The Everywhere Shirt Campaign was special because it showed that no matter the circumstance we can count on our friends and family to come together, get creative, and make something happen. This was a great way to show that the Everywhere Shirt truly can be worn "your own way" and can translate seamlessly across various interests hobbies and activities. It was definitely a fun one to be a part of,” said Ryan Goeglein, 686 Social Media Manager.
“It was really cool to watch the campaign develop,” noted 686 Team Manager, Patrick McCarthy. “Every time a new photo rolled in we got super excited to see what someone’s place looked like or what they shot and each time the bar would get raised as well. I feel very honored to be a part of something so special in this little moment in time.”
Sessions With Sarge Is Born
Following up on the success of the Everywhere shirt campaign, 686 launched "Sessions With Sarge," a series of youtube live shorts with host, 686 Team Manager Patrick McCarthy. In each episode, McCarthy catches up with a different 686 athlete or industry insider, asking relevant questions to their experiences over the past few weeks.
"I was already having these daily conversations with the team and everyone's experience was so unique, that I wanted to share them with our community," explains McCarthy, also know as "Sarge."
"We are all going through this and I realize it may seem easier for some than others, but we all find our happiness and have our struggles. Our goal is to show the community that everyone is dealing with struggles and emotions and creating coping mechanisms," said McCarthy. He continued “I love to catch up with my team riders. This time at home has been the perfect time to take a moment out of everyday to see how each team rider is processing this time differently. During these sessions I am so proud of how differently each person man or women as dealt with these times and found ways to be active and productive. It’s not the storm but how you weather it. I prefer mine with a GORE-TEX jacket on.”