Heritage, Innovation, and Adventure
How do you celebrate 50 years of an iconic parka while inspiring a new generation of adventurers? By telling a story that bridges past and present with bold, purpose-driven creativity.
Positioned directly beneath the New Year’s Eve ball drop, Fjällräven’s Times Square billboard brought the Expedition Down Parka to millions during one of the world’s most visible moments.
A Story You Can Hold In Your Hands
Fjällräven’s premium magazine ad paired heritage imagery with the brand’s purpose-driven ethos, offering readers a tactile connection to 50 years of functionality and adventure.
a story you can hold in your hands
Dimensional window displays brought the Expedition Down Parka’s story into the physical world, celebrating its heritage while connecting it to Fjällräven’s forward-thinking design philosophy.
Trains wrapped in bold visuals rolled through Denver and Toronto, transforming cityscapes into moving billboards that celebrated Fjällräven’s commitment to quality and exploration.
Dimensional window displays brought the Expedition Down Parka’s story into the physical world, celebrating its heritage while connecting it to Fjällräven’s forward-thinking design philosophy.
Fjällräven’s digital presence brought the Expedition Down Parka’s legacy to life across screens big and small. Social media campaigns paired striking heritage imagery with modern visuals, sparking engagement and conversations among adventurers. A 30-second video showcased the parka’s journey from its 1974 origins to today, blending history with purpose-driven design. Across platforms, the story reached new audiences, driving both awareness and connection.
From the heart of Times Square to the pages of premium magazines, Fjällräven’s Fall/Winter campaign honored 50 years of innovation, functionality, and adventure. Through bold storytelling and immersive experiences, the Expedition Down Parka’s legacy came to life—connecting past, present, and future.
cold is so 1973
