The outdoor industry found itself at an impasse—as consumer sales in outdoor gear dwindled, technical, adventure-oriented brands proliferated. In a sea of sameness, Kelty set out to reinvent the heritage brand by encouraging multiple generations to get outside with a “Built for Play” story—a big idea that flipped the overly serious outdoor experience on its head, with one that invited everyone, regardless of skill-level to join in the fun. BrandJuice ideated and developed a series of campaign concepts that put scalability front and center, without taking nature so seriously. By extending the “Built for Play” story, content was created to support campaign activation, social media storytelling, along with partnership and tradeshow execution. The campaign would serve as the creative driver for 2019 to bolsters existing brand equity and future product rollouts.