Kathmandu puts the ‘Out’ in Outdoor with new OOH campaign

Kathmandu, the outdoor and adventure apparel brand, launched an aesthetically rich OOH campaign that uses stunning nature photography and minimalist copy to issue a powerful challenge to urban commuters: “Outside, your comfort zone.” The campaign successfully leverages the large scale of outdoor placements to contrast the concrete jungle with the raw, liberating beauty of the natural world.The creative execution was handled by Motion Sickness. 

The creative strategy is built on striking visual juxtapositions. Each billboard features high-definition, cinematic imagery of individuals immersed in challenging yet peaceful natural settings—whether sleeping comfortably outdoors in high-quality gear, bathing in a natural spring below a waterfall, or simply sitting alone on a mountain ridge under a dramatic sky. The visuals evoke a strong sense of tranquility, self-reliance, and escape. By placing these sweeping vistas against the backdrop of bustling city traffic and brick buildings, the OOH ads serve as literal windows to adventure, prompting the viewer to mentally step out of their daily routine. 

The campaign’s minimalist copy, “Outside, your comfort zone,” alongside the brand’s tagline, “We’re Out There,” acts as both a motivational statement and a clear value proposition. The OOH media selection, utilizing both large format roadside billboards and integrated street-level digital screens, ensures the message of challenging boundaries is delivered at multiple consumer touchpoints. This effective use of OOH positions Kathmandu not just as a seller of gear, but as an enabler of authentic, rugged outdoor experiences, successfully inspiring their audience to seek adventure beyond the familiar.