Handknit with the softest Merino wool, this campaign shows how when wearing Darn Tough Socks, every rough activity is like walking on a path made of wool itself.
A double-page spread to be placed in outdoor magazines about hiking, snowboarding and other outdoor activities.
OOH
We’ll directly target our consumers by matching the billboard design with the outdoor location. The snow ad is placed at a ski lodge, the hiking ad is placed at a hiking trail and so on.
These billboards located on the drive to popular tourist destinations will use the backdrop of these mountains to show that even these popular destinations will become like Merino wool when wearing Darn Tough.
Activation
The Merino Challenge
Need to try it for yourself? The Merino challenge will give consumers the opportunity to test out Darn Tough socks in a variety of situations they may find themselves wearing them. As they compete in Merino-modified football stadium, biometrics will track their sweat levels, temperature regulation, and other information from their feet showing what makes Darn Tough so Darn great.
A look at the Merino Challenge in a wool-modified football stadium.