Sierra Trading Post, part of the T.J.Maxx, HomeGoods and Marshalls Family, has been around for 30-plus years, but is reintroducing the brand with a national marketing campaign–”Go Wild, Folks”–making the outdoors accessible to all, from the avid campers and bikers to everyday folks. With its vast selection, epic brands and teeny, tiny prices, Sierra Trading Post has all the apparel and gear for outdoor accessibility.
The campaign from Grey New York officially launches with a first ever TV spot for the brand, “Fight or Flight,” putting new hikers up against the ultimate enemy–a beaver.
Scott Corbett of Station Film directed “Fight or Flight.”
Credits
Client Sierra Trading Post Agency Grey New York John Patroulis, worldwide chief creative officer; Jeff Stamp, deputy chief creative officer; Tyronne Schaffer, creative director, art director; Matt Moyer, creative director, copywriter; Patrick Conlon, associate creative director, copywriter; Robert Jencks, art director, sr. designer; Cate Belhumeur, project manager; Tony Lederer, executive strategy director; Colin Reilly, social strategist. Executive Production Townhouse Bennett McCarroll, Townhouse president; James McPherson, head of integrated production; Alex DeSantis, integrated producer; David Steinberg, music producer. Production Station Film Scott Corbett, director; Jeff Venditti, DP. Editorial Townhouse Studios Jesse Reisner, editor. Music Design Duotone
How do you top one of the most viral brand videos ever made? Spoiler alert: you can’t. But when Dollar Shave Club tapped Zack Seckler to direct a new campaign to revive the absurdist humor of its iconic launch video, he knew he had a rare opportunity to create something special.
The brief was simple: introduce the concept of a physical “Club” that people would love to join while showcasing Dollar Shave Club’s products and embracing the weird. From script to direction and post, Seckler--an alum of SHOOT’s 2021 New Directors Showcase--was invited to help sculpt that vision.
The result is this “Welcome to the Club” spot which invites us to join a unique, seemingly exclusive but in reality an accessible and affordable fraternity of Dollar Shave Club members. But you need to know the password or more accurately, the two-word phrase--"shave money."
“The Club” campaign brings the brand back to its humorous roots, reflecting a new chapter after being acquired by Nexus Capital Management from Unilever in late 2023. The work takes Dollar Shave Club back to its disruptive beginnings and what made the brand a viral sensation from its inception in 2011.
