Engineered for the Outdoors
GCI Outdoor makes the World’s Most Comfortable Camping Chairs. Each chair is packed with innovations like the unique rocker system for sitting by the campfire. Our job was to shepherd their transition from a retail-dependent model to a direct-to-consumer model for a brand without much brand awareness.
DHX played up their multiple patents and innovative build and invited campers to experience the true comfort of the chairs. We created the “Engineered for the Outdoors” campaign, and our strategy was to use video-friendly media outlets (Paid Social, YouTube, and Streaming) to illustrate the innovative rocker system.