“Show Your Character” Campaign for Kjus
By Eve Giger – From the initial idea to visualising the concept and presenting it at the annual sales meeting, to overseeing full-scale photo and film production, and creating the final lookbook as well as digital and print campaign assets for owned and paid media channels. This included designing window displays and in-store visuals for KJUS stores and retail partners worldwide. The campaign also served as the central theme for our booth at the ISPO exhibition, seamlessly tying together all brand touchpoints. – The campaign was honored with the prestigious Red Dot Award.
Concept
The concept behind the campaign was to showcase how KJUS outfits are crafted to suit top skiers with distinct personalities and abilities. For example, the Didier Cuche outfit is designed for speed enthusiasts—the "speed lover." Didier Cuche, a legendary ski racer, world champion, and Olympic medalist, made history as a multiple winner of the iconic Streif race in Kitzbühel. Meanwhile, Elias Ambühl—a freeskier, multiple podium finisher at the X Games in Big Air, and a helicopter pilot—embodies the "acrobat." He represents the Freelite outfit, which sets new standards for stretch and flexibility through innovative knitting technology. The campaign also featured a freerider, symbolizing the essence of freedom, wearing the technical three-layer shell outfit called "7 Sphere." This character was brought to life by Lucas Swieykowski, a professional freerider who spends his winters in St. Moritz and his summers in Chile, giving him nearly 365 days of snow each year.
Step 1: Visualize the idea
Bring the campaign idea to life for the annual global sales meeting with a mini-shoot with Elias Ambühl.
Step 2: Create and realise the campaign
As soon as proto samples have arrived we started with the creation of the campaign.
The lookbook was printed on mirror-like paper so that when you read the title 'Show Your Character' on the cover, you were looking at your own reflection in the mirror.
Photographers: Nathan Gallagher, Fabian Gattlen
Graphic Design: Andreas Haselwanter