An exchange of values, beliefs and ideas introducing new audiences to the great outdoors, by bike or hike, with new experiences just outside your door.

‍

Bringing together two very different brands with 'The Great Nearby', Specialized asked us to strategically combine a 3 year project with their Swedish partner Fjällräven.

‍

The result: witty and educational adventures from the mythical land of Caliswede, the overarching strategy that would guide the behaviours and communications of the two brands.

‍

Building on what people already loved about each, we opened eyes to what else each brand offered with a clear direction for what the brands should stand for, who needs the products and how and where to use them. We delivered a humorous, multi-seasonal, all-touchpoint global campaign, set out that together or alone, the great outdoors might not be so daunting or as far away as you might think.

‍

_{One of the proudest moments of my professional career – Greg Shapleigh, VP of Brand & Product / Specialized Bicycles}‍