Headwear and neckwear apparel specialist BUFF has shared the latest message from its ‘LIVE MORE NOW’ campaign, dedicated to championing an outdoor lifestyle.
LIVE MORE NOW is BUFF’s first global digital brand campaign. This is being expanded with an additional campaign message – ‘NATURE SAYS RELAX’.
According to BUFF, its latest campaign initiative aims to… ‘shine a light on a problem sweeping modern life; the ‘cult of productivity’. Understanding the increasing pressure to perform in all aspects of life – work, friends, family, relationships, hobbies and travels – despite studies showing that doing less – and to fail while doing it – can actually give us more mental and emotional reward.’
BUFF adds that it is… ‘championing truth-saying in the outdoor category, knowing that the best adventures are never perfect, they’re the ones that don’t go to plan, or when you stumble upon the unexpected ultimately spotlighting the idea that nature doesn’t need to be conquered, it’s simply there to explore, play, and enjoy.
‘LIVE MORE NOW draws on the universal sensation of achieving that feeling of freedom that comes from living in the present. Living in the now allows us to get out there and enjoy experiencing unique and unrepeatable outdoor moments.’
The campaign platform allows BUFF to convey its philosophy and brand values, while promoting an outdoor lifestyle and… ‘invites us all to enjoy living in the now, by appealing directly to the end consumer from an emotional point of view.’
With the aim of positioning BUFF front-of-mind with consumers as a go-to brand for those who love outdoor activities, BUFF has launched a social media competition. This will also be amplified thanks to the involvement of several athletes and brand ambassadors.
The contest runs from June 27th to July 17th, and asks consumers to follow the @buffofficial Instagram account and post an image which best represents their own adventure using the phrase ‘Nature says relax’. Social followers should also tag the post with #naturesaysrelax #livemorenow and @buffofficial. BUFF will select its favourite three posts; and each winner will receive a gift card from the company.
The audiovisual NATURE SAYS RELAX campaign is based on five outdoor stories, in which a variety of people can be seen enjoying their time in different locations around the world.
Alongside the campaign is an update to the LIVE MORE NOW landing page to discover different locations for experiencing life in the outdoors, as well as various tactical social media activations to finish spreading the LIVE MORE NOW message, aiming to inspire people from all over the world.
