About the Project

A conceptual grad project for Canadian outdoor recreation cooperative Mountain Equipment Co-op. The brief for this project was to create an integrated campaign that would engage a new generation of outdoor explorers to become MEC members.

The traditional portion of the campaign features eye-catching imagery that can adapt and apply to all of MEC’s different product lines. The campaign pokes fun at video game culture, while encouraging play in the natural world.

The CTA on all print collateral drives to a web hub where new and existing customers could join the co-operative and unlock real world achievements. By completing tasks and participating in community events posted to the hub members would earn digital/physical badges and discounts on products relevant to the tasks they’ve completed.