DEATH WISHES

DEATH Wloka THE FIRST JACKET WITH A “WILL & TESTAMENT’ STITCHED INTO THE LINING CONTEXT: Hypothermia. Exposure. Slips. Storms. Avalanches. Flash floods. Heatstroke. Mother Nature is not your friend. She is actively trying to kill you. IDEA: Death Wishes. The world’s fist jacket with a legally binding Will & Testament stitched into the lining. So, when you pass, your jacket lives on. A physical, provocative demonstration of Columbia's legendary durability, transforming longevity from a product claim into a legacy. CAMPAIGN: Death Wishes reframed durability through the ultimate antagonist, Death himself. We reimagined the Grim Reaper as a modem infiuencer. Under the handle @Reaper_1938, he taunted his audience, daring them into the great outdoors and spotlighting the countless ways nature can turn fatal. He challenged followers to share their closest near-death outdoor experiences for the chance to win ‘a Columbia jacket, the one thing built to outlast them all The world expanded beyond social. Jackets were delivered in coffin-shaped packaging, studio imagery featured the Reaper modelling the product like @ fashion icon, and fly posters appeared across city streets, tuming Death into ‘an unmissable cultural presence. Columbia Sportswear Companys Reaper “Influencer” social videos + oe Online competition 1938 you weren't. Trust me, I know eternity DEATH UHHEG Zast Wilf & Outerwear Testamen been my d campin: Now it’s time for it to ca To the new owner: may you ail mix, and ARTICLE II: CLOSING STATEMENT he jacket u end up in a snowbai Executed this da Signature of Ori Witness sigi Witness Signature hall live d and sL. 1wish hout me. 11, and con ur bad decisior 0 repel storr oF, but t idiot-proof. 1s only in {11 suffice. This is not just d storm ssed wipeouts, oul cen fatal. Treat it & Columbia ENGINEERED FOR WHATEVER _ aa Packaging to die for + Lf it once did mineg 165% UPLIFT IN SOCIAL INTERACTIONS, 194% INCREASE IN TIME SPENT ON WEBSITE Competition Winners +7 MILLION EARNED AUDIENCE Fly Posters