Arc’teryx has quickly become a household name when it comes to outdoor equipment and weather-resistant clothing. While the avid hiker is quick to throw his or her Sabre AR Jacket over their business casual fit during a drizzling commute to work; what they don’t realize is that Arc’teryx offers many more fashionable and still functional pieces through their diffusion line “Arc’teryx Veilance”. Full suit jackets and trousers, breathable shorts and polos, and more formal coats and dresses; all still weather resistant, but with the added bonus of being stylish and “work appropriate”.

The goal of this campaign is to showcase Veilance’s more contemporary offerings to the target audience in order to convert them from just an outdoorsman(woman) to a true lifestyle consumer who can be outfitted in Arc’teryx no matter the occasion.

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Print Ads

These print ads highlight the variations of clothing that the Veilance line offers to consumers. It shows models in more urban settings to highlight that this is a more lifestyle focused brand, but still designed with function in mind. Each ad contains the tag line FOR MORE THAN THE OUTDOORS and a CTA to visit the Arcteryx Veilance subsection of the website.