The "Protest Obstacles" campaign by Protest Boardwear leverages a compelling brand proposition centered around resilience and adventure in the face of challenges. By showcasing riders navigating and overcoming diverse obstacles en route to the slopes, the campaign communicates a promise of durability, adaptability, and the pursuit of enjoyment regardless of external difficulties. This aligns closely with the brand’s positioning as an enabler for passionate boarders who value both performance and lifestyle, suggesting that Protest gear supports them not just on the mountains but throughout the entire journey.
Strategically, the campaign targets an audience of adventurous, youthful snowboarders and outdoor enthusiasts who identify with the experience of overcoming real-world barriers. The creative approach—delivering a series of short films described as "funny-bizarre-poetic-twisted-odd"—distinguishes the brand through a unique and memorable narrative style that appeals to a culturally savvy, internationally minded demographic. By collaborating with emerging filmmakers and focusing on film as a medium, the campaign emphasizes authenticity and creative innovation, resonating with an audience that values originality and storytelling as much as product performance. The insight that the journey to the slopes can be as challenging as the ride itself enables the campaign to address a relatable experience, thereby deepening emotional engagement. Overall, the campaign employs a nuanced mix of humor and artistic expression to position Protest Boardwear as a brand that encourages consumers to confront and conquer everyday obstacles with style and determination.
FORMAT#3 SYMBOLIZE THE PROBLEM — Uses symbols or analogies to represent the problem instead of showing it literally.
This campaign fits FORMAT#3 because it revolves around a series of films where “obstacles” to boarders—such as traffic jams, sightseeing, and more—are rendered in a poetic, bizarre, and symbolic way. Rather than literally showing the everyday difficulties that hinder boarders, these films use creative, stylized scenarios and analogies to represent the types of obstacles one faces in the journey to the slopes. By emphasizing conquering these obstacles and encouraging viewers to "enjoy the ride," the campaign relies on humorous, twisted, and metaphorical portrayals instead of straightforward demonstration, problem-solution storytelling, or user testimonials, making symbolism central to its creative execution.
1. Volcom – Market Positioning
Volcom positions itself as a lifestyle brand rooted in youth culture, blending skate, surf, and snowboarding influences. It differentiates through its authentic connection to action sports communities, innovative designs, and strong support of athletes and events, emphasizing creativity, self-expression, and a rebellious spirit.
2. Burton – Market Positioning
Burton is a leading snowboard brand that focuses on premium performance gear and apparel. It differentiates with cutting-edge technology, high-quality construction, and a comprehensive product range aimed at riders of all levels, positioning itself as the authority in snowboarding lifestyle and innovation.
3. Quiksilver – Market Positioning
Quiksilver is a global action sports brand that delivers stylish, functional apparel inspired by surf, skate, and snow culture. It markets itself as an accessible lifestyle brand that combines performance with casual, versatile streetwear, appealing to a broad youth demographic seeking adventure and freedom.
4. Roxy – Market Positioning
Roxy, as Quiksilver’s female-focused brand, emphasizes empowering women in action sports with fashion-forward, high-performance apparel. It balances technical innovation with vibrant, beach-inspired designs, targeting active, style-conscious young women who live an adventurous outdoor lifestyle.
5. DC Shoes – Market Positioning
DC Shoes originally built its reputation in skateboarding footwear but expanded into snowboarding apparel with an edgy, urban aesthetic. It differentiates through bold designs and collaborations, catering to youth who seek a fusion of street culture and winter sports performance.
Q: What is Protest Obstacles, Protest Traffic Jams, Protest Sightseers, Protest Ski Lifts, Protest Ski School about?
A: Protest Obstacles, Protest Traffic Jams, Protest Sightseers, Protest Ski Lifts, Protest Ski School is a 2009 campaign from Protest Boardwear, created in collaboration with KK Outlet and KesselsKramer, and launched in the United Kingdom. The campaign consists of a series of five short films collectively titled The Protest Obstacles Series, each featuring riders overcoming various symbolic and literal challenges on their journey to the slopes. By enlisting a diverse group of emerging international filmmakers, the campaign delivers a unique blend of humor, poetry, and surreal storytelling, reflecting the adventurous and resilient spirit at the heart of boarding culture.
Q: What creative device does Protest Obstacles, Protest Traffic Jams, Protest Sightseers, Protest Ski Lifts, Protest Ski School use?
A: Protest Obstacles, Protest Traffic Jams, Protest Sightseers, Protest Ski Lifts, Protest Ski School employs FORMAT#3 SYMBOLIZE THE PROBLEM, as classified by Clapboard’s 12-format taxonomy. Rather than depicting obstacles in a literal or straightforward manner, the campaign uses stylized analogies and poetic, bizarre scenarios to represent the challenges faced by boarders en route to the slopes. This creative approach foregrounds symbolism and metaphor, inviting viewers to engage with the obstacles as imaginative constructs rather than mundane realities, and reinforcing the campaign’s message of perseverance and enjoyment in the face of adversity.
Q: What is the campaign proposition for Protest Obstacles, Protest Traffic Jams, Protest Sightseers, Protest Ski Lifts, Protest Ski School?
A: The campaign proposition for Protest Obstacles, Protest Traffic Jams, Protest Sightseers, Protest Ski Lifts, Protest Ski School centers on resilience and adventure, positioning Protest Boardwear as the brand for boarders who embrace challenges both on and off the slopes. By showcasing riders navigating a spectrum of obstacles, the campaign speaks directly to youthful, adventurous snowboarders and outdoor enthusiasts who value adaptability, style, and the thrill of the journey. This narrative aligns with Protest’s brand promise of supporting passionate boarders through every part of their experience, reinforcing the idea that the journey is as meaningful as the destination.
Q: How does Protest Obstacles, Protest Traffic Jams, Protest Sightseers, Protest Ski Lifts, Protest Ski School rank in Clapboard's archive?
A: Protest Obstacles, Protest Traffic Jams, Protest Sightseers, Protest Ski Lifts, Protest Ski School holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance within the fashion and apparel sector.
Q: Who are the competitors in Protest Boardwear's category?
A: In the fashion and apparel category for board sports, Protest Boardwear competes with brands such as Volcom, which is rooted in youth culture and action sports authenticity; Burton, recognized for its premium performance gear and leadership in snowboarding innovation; Quiksilver, known for accessible, adventure-driven apparel inspired by surf, skate, and snow; Roxy, which empowers women in action sports with fashion-forward, high-performance designs; and DC Shoes, which fuses street culture with winter sports through bold, urban-influenced apparel. Each brand brings a distinct positioning to the competitive landscape.
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