Columbia Sportswear has teamed with adam&eveDDB London on an irreverent Halloween push that turns the Grim Reaper into a social influencer, @Reaper_1938, to promote the Powderkeg II Remastered Interchange jacket with a darkly playful twist.
The “Death Wishes” activation spotlights the longevity of Columbia outerwear by offering fans a limited edition Powderkeg II jacket with a legally binding will stitched into the lining. The launch film features the Reaper in full influencer mode explaining that “Columbia makes its gear so tough it could outlive you.” The @Reaper_1938 handles on TikTok and Instagram roll out organic posts ahead of the drop to establish the persona, and the Reaper will also model the jacket on Columbia’s site. Teaser clips show him lurking at accident-prone locations while he waits for his next “client.” Watch below:
“This idea came from real stories we hear about Columbia jackets being passed down from one generation to the next,” said Matt Sutton, head of marketing at Columbia. “We wanted to celebrate that in a way only Columbia would by adding a will and testament to an iconic style and enlisting the Grim Reaper to bring it to life or death in this case.”
“Death Wishes continues to build on the Engineered for Whatever platform by showing Columbia durability with the brand’s trademark irreverence,” added Ant Nelson, chief creative officer at adam&eveDDB London. “Halloween gave us the perfect hook to turn the Grim Reaper into an influencer and make a limited edition drop feel like the ultimate flex.”
Fans can enter to win a “Death Wishes” jacket via Columbia’s social channels by sharing their nearest outdoor near-death experience. Winners in the United States will be chosen at random. Select creators will receive gifted jackets delivered in custom coffin boxes signed by the Reaper.
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