Crusoe, a brand of active and innerwear for men, has launched an integrated campaign building on its existing theme of adventure, conceptualised by agency Black Swan Life.
A print campaign was released in mid-April and a TVC went live in early May. The campaign is expected to run for six months across regional and national media channels. A 90-second version of the film (above) was used on social media.
The film captures the spirit of adventure through a young traveler. By himself, he wanders across hill tops and basks in the beauty of the natural environs. Lighter moments like a young man being playfully ‘accosted’ by tribals follow, only to end showing the bonhomie between the newfound friends. The film ends with a young wanderer refueling his bike and taking off on yet another ride, while the brand signs off asking: ‘Where will your adventures take you?’
On TV, the film is airing on national music channels, besides some regional channels in the South. The print campaign will straddle OOH in the South and East.
Agency: Black Swan Life
Creative head: Sukumar Menon
Design head: Naisho Abraham
Account manager: Prathyush Menon
Digital head: Reilly Rebello
Communications strategist: Rasika Banerjee
Production houses: OOB Thinking, India; Iconizo, Greece
Producers: Prasanna Rao, Elias Panouklias
Director, DOP: Mixalis Becos
Photographer: Maria Lazaridou