Columbia Sportswear

Hunting

Columbia Sportswear wanted to maintain their category leadership among hunting enthusiasts, Borders, Perrin & Norranders campaign promoting the Silent Rain Parka used the brands long-time "Tough Mother" image to maintain category leadership among hunting enthusiasts.

Results: Both the strategy and execution were right on target: sales increased more than 23% over 1997.

Borders, Perrin & Norrander,
Portland, OR
Creative Director:   Terry Schneider
Art Director:           Kent Suter
Copywriter:            John Heinsma
Photographers:      Ken Anderson, RJ Muna, Dave Emmite, Steve Bonini,
                            Michael Jones