Brand RepositioningWe build from ground up a brand repositioning of Cariuma, from a male skateboarding to a brand for walkers and dreamers. A brand the is rooted in the values of surf and skate and is not confined.
Behavior changes during fall and winter, people go out less, walk shorter distances, and spend more time indoors as temperatures drop.
The Tension
Concept & Tagline
“Wander More”
When the weather turns you inward, the turn explorer steps out. While the world slows down, they lean into motion. While others seek to stay, they seek new discoveries. For us this isn’t a reason for stillness. It’s time to wander.
CARIUMA Step everywhere.
Activation Layers
Key Campaign Visuals
Digital Campaign Activation
E-Commerce
Brand Activation with Brand Ambassadors “Wander Map”
Community Activation “Layers in Motion”
