F20 Warm Smarter
Columbia Sportswear
Global Advertising Campaign
Concept Development
Creative Direction: Annie Regnier
Agency: 215 McCann

Historically, warm has been synonymous with lots of thick, fluffy layers. But as technology has improved, so has warmth. Heat has gotten smarter, slimmer, and shinier. After ten years in the market people don’t need an explanation of Omni-Heat, just a connection to the emotional benefits of being warm