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By Audrey Kemp, LA Reporter

October 5, 2023 | 5 min read

The outdoor equipment brand has produced feature films about free climbers, snowboarders and mountaineers to awaken the inner adventurer in all of us.

Arc’teryx, a 34-year-old outdoor equipment brand, has unveiled its first global brand campaign, ‘No Wasted Days,’ inviting people around the world to embrace the extraordinary and redefine what it means to truly live.

Produced entirely in-house, ‘No Wasted Days‘ is more than just an ad campaign. It aims to show onlookers that “there’s always a better way” to spend one’s life – in the great outdoors – by chronicling the journeys of 11 intrepid explorers in eight feature films.

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At press-time, three film titles have been announced. There’s ‘Darkhorse,’ which follows Joe Lax, a 44-year-old snowboarder who enjoys living off-the-grid, ‘Continuum,’ which recounts the time a band of adventurers assembled a tent from 137 jackets, and ‘109 Below,’ which documents an attempted rescue on Mount Washington in 1982. Other film concepts will be announced between now and January 2024.

Central to the campaign is an anthem film that stitches together an inspiring montage of the outdoorsmen featured in the films. It was directed by Jordan Findlay of Boldly, a Vancouver-based film production company and creative studio.

In the coming months, Arc’teryx’s films will embark on a global film tour, beginning in New York in October and ending in Toronto in January.

Tickets for the tour go on sale today via Arc’teryx’s website, with all ticket proceeds benefitting community partners on each tour stop. The Los Angeles tour stop, for example, will donate to We Explore Earth, a nonprofit organization that promotes individual well-being and environmental stewardship through outdoor experiences.

Adventures await New Yorkers

Free immersive screenings of the three films (Darkhorse, Continuum and 109 Below) also await those in the Big Apple and Toronto. ‘No Wasted Days: An Arc’teryx Experience’ aims to transport the audience into a “journey that stimulates the imagination” by encircling them with reproductions of natural environments in each film. 

The NYC immersive event will be held at ZeroSpace, a production and creative studio, on October 20. The Toronto event’s location has not yet been disclosed.

To further beckon New Yorkers to the great outdoors, Arc’teryx has announced that it will fund one explorer’s bucket list adventure with its $10,000 Goal Fund. To enter for a chance to win, residents of New York state, ages 21 and up, can submit their No Wasted Days Goals via the Arc’teryx website from October 20 to November 3.

Arc’teryx says its selection committee is “looking for a bucket list goal, adventure of a lifetime, or trip idea that captures the essence of an uncommon journey.” It could also “reflect a personal transformation, somebody challenging themselves” or “consider how to give back to our planet.”

A winner will be notified via email by November 17.

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What’s more, beginning on October 9, the brand will unveil out-of-home placements in New York City across large format Times Square video screens, building-sized laser projections and airport take-overs.

A final component of the campaign is a coffee table book titled Detours, which will be sold in Arc’teryx retail stores.

Interested in seeing more creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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