Columbia Sportswear's prAna activewear brand is introducing its first work since awarding Camp + King AOR duties in September. C+K's in-house media partner, Scorch, handles media services.
The digital campaign illustrates how life is a work in progress. One clip shows a man breaking
his glass as he attempts to blow it into an artistic design. The ads end with the brand's tagline, “Life is Practice.”
The first phase of the campaign will run on Hulu and Condé Nast sites. A multi-channel brand campaign will debut this summer and will continue throughout the year.