Know Your Code
Know Your Code
Results
4.6 million
PR reach
5.1 million
social reach
7.7 million
social impressions
47,000
social engagements
Brief
We were challenged to connect to young adults in the outdoors, those who had discovered the outdoors during the pandemic and were beginning to shape outdoor culture.
Operating at the intersection of creativity and outdoor tradition, Brandnation built a campaign that reimagined the Countryside Code for the new generation of outdoors person.
The idea
In partnership with creative studio, Adapt, we reimagined the Countryside Code through creative design – bringing the guidance up-to-date through the lens of a younger generation.
Taking inspiration from retro rural signage, we went bold to counter research we commissioned that revealed that half of UK adults are unaware of the Countryside Code.
The campaign was brought to life through the production of a series of Know Your Code social filters, a digital Know Your Code guide and a competition to win a pair of bespoke Merrell Know Your Code Moab Flights.
The integrated campaign was amplified through social ads using face filters to increase engagement, reach and landing page views alongside earned media.
