Freebairn & Co. launched a new print advertising campaign for client, Johnson Outdoors Inc. of Racine, WI. The ads, created for the company’s Eureka! brand of tents, promoted the product's innovative designs and competitive benefits against breathtaking backdrops. The three-ad series was shot in Hawaii and ran in enthusiast and family camping magazines, including "Backpacker," "Outside," "Sierra," "Camping Life," "Camper," and "Outside Family Vacations." The ads each feature a separate tent model and emphasize user benefits. Agency VP Jean Cobb explained, "This campaign helps the Eureka! brand separate itself from its competitors by promoting patented product innovations developed during extensive field research in locations as challenging as Mt. Everest."
The ad concepts were created by Mack Kirkpatrick, Creative Director, and John Wieschhaus, Senior Art Director. Wieschhaus directed the production with photography shot by Atlantan Ralph Daniel. Locations were set on the beaches and mountaintops of Oahu and Kauai.
