Hasta La Creative!

For three winters in a row, parka-marketer Fjallraven has pushed its product with a Times Square billboard and other out-of-home and print ads. But amid rising competition, including from better-known names like Canada Goose and North Face, the Sweden-based, hard-to-pronounce brand is trying to make a bigger name for itself with its largest-ever U.S. marketing push.

The brand, pronounced fee-yall-raven, is boosting its marketing mix with a digital content series featuring outdoor enthusiasts and influencers. The effort, called “Nature is Waiting for You” debuts this month and includes videos like like one (above) showing an urban-dwelling mom introducing her toddler to nature.

“We haven’t done a great job of developing our own content in-house and being able to connect emotionally with consumers,” says Nancy Blanchard, director of marketing at Fjallraven, noting the brand wants to have “more storytelling that’s a little more engaging than just a giant billboard in Times Square.”

Continue reading at AdAge.com