Hunter unveils seasonless collection with major campaign

By

Barbara Santamaria

Published
Oct 12, 2016

Hunter, the British brand known for its stylish wellies and weatherproof outwear, is celebrating its relationship with rain with the launch of a new seasonless collection, Core Concept.

The range of both new and iconic water-repellent designs in a rich kaleidoscopic colour palette highlights the brand’s heritage of protection from the weather. The new concept launches this week supported by a wide-reaching global campaign entitled #RainStartsPlay.

Shot by Elaine Constantine under the Creative Direction of Alasdhair Willis, the imagery shows a cast of models spring to life against the backdrop of a cloudy rainy day.

“The collection takes the British obsession with weather and turns it on its head: how can Hunter put a smile on your face, even on the rainiest of days? Rain Starts Play was the starting point for the collection and allowed us to be innovative and fun with our campaign – it really encapsulates the irreverent, pioneering spirit of Hunter which is so integral to this 160-year-old progressive heritage brand,” commented the brand’s Creative Director, Alasdhair Willis.

The campaign will be featured in key locations in London, Tokyo and Taipei, such as the Piccadilly Curve in Piccadilly Circus as well as the full façade of the iconic Sony building in Tokyo. This is the first time Hunter advertises in Out-of-Home locations as part of a new strategy to draw customers to its stores, which will become weather reactive as part of the campaign.

Additionally, Hunter will open a dedicated Core Concept pop-up within the Piccadilly Circus station with a programme of special promotions, prizes and guerrilla street activity. Further brand experience concepts will pop up at some of the brand’s wholesale partners including La Rinascente Milan and Hinka Rinka Tokyo.

In addition to this, the label will open new permanent spaces in Boots & Shoes, Munich and Cologne and Mitsukoshi A4 Shin in Taipei.

Hunter will offer key pieces from the collection for a limited time only on Facebook and Twitter, while weather-reactive stories will be launched daily on Instagram. Further, a Twitter ‘weather room’ will see users who engage in weather conversations become part of the Hunter campaign.