Backcountry – April 2020
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April 2020 Campaign


With the Coronavirus Pandemic in full swing, we had to get creative with our April Backcountry campaign, finding a way to incorporate product, while remaining sensitive to the current global situation.  We came up with a photo concept that we hoped others in lockdown would find relatable, while also choosing to highlight Backcountry’s mask donation program in our caption, rather than any products.  This campaign would later go on to be featured in a Business Insider article about the changing face of advertising.