Kathmandu’s Litehaul 38L is the perfect little pack, for any little adventure.


But in New Zealand ‘any little adventure’ could mean anything from a picnic at the beach to a three-day back-country hike. We needed a campaign that would reach every weekend warrior and amateur explorer in country.

We knew we were targeting a diverse group of people, with an even more diverse set of expectations for a hiking pack, so to reach them, we teamed up with an equally diverse range of travel & adventure influencers, each with their own unique mindset, style, and audience.


Social Influencer Content


Instagram followers are used to seeing aspirational snaps of others’ adventures, but they don’t often get to see behind the scenes. So, to create a consistent visual theme across the content we asked our influencers to feature the packing process – the part of the adventure where every pack is truly put to the test.


BCF Dentsu

How we're renewing a renewable energy brand.

SEE MORE

Helping a Kiwi challenger brand take on the big guys.

SEE MORE

Helping Tower remove big words from their policies. Literally.

SEE MORE

How do you keep a car running for over twenty years?

SEE MORE

How do you make sense of the most anarchic brand in New Zealand?

SEE MORE

The spirit of our times.

SEE MORE

How to get the nation talking about something no one wants to talk about.

SEE MORE

How we helped a power company weather an electrical storm.

SEE MORE

Addressing emotional turbulence in Kiwi men

SEE MORE

Something everyone can agree on. Almost.

SEE MORE

Waking up an old New Zealand coffee brand.

SEE MORE

How we launched New Zealand’s new national bird.

SEE MORE

How we're helping stop New Zealand's biggest killer

SEE MORE

How do you get the strongest of perceptions to listen to reality?

SEE MORE

How do you keep a car running for over twenty years?

SEE MORE

What do you do when you're not doing all that?

SEE MORE

So you do advertising. What about design?

SEE MORE