Suunto’s International Women’s Day 2025 campaign honored women who redefine their limits, whether on land or in water. By bringing together elite athletes and breathtaking landscapes, this campaign showcased Suunto’s dedication to adventure, endurance, and the unstoppable spirit of female athletes worldwide.
Project Overview
For Suunto’s International Women’s Day 2025 (IWD) campaign, we developed and executed a powerful narrative celebrating female athletes who push their limits in some of the world’s most challenging environments—on land and in water. With just one month from brief to launch, we crafted the creative direction, wrote the full campaign script using AI-assisted refinement, and executed shoots across Oregon and Hawaii. Focused on four key sports—trail running, open-ocean swimming, scuba diving, and spearfishing—this campaign became Suunto’s largest North American initiative for Q1 2025, delivering a visually stunning and deeply inspiring tribute to women in adventure.
THE CHALLENGE
With only one month to take this campaign from concept to completion, Suunto tasked us with creating an impactful, fully integrated campaign spanning branding, customer engagement, product marketing, and sales. We needed to identify and coordinate female athletes across multiple disciplines, develop a compelling storyline that honored women’s resilience, and execute multi-location shoots in Oregon and Hawaii—all while ensuring a seamless production and post-production process under a tight deadline.
Key Challenges:
- Rapid Turnaround: Just four weeks from concept to final asset delivery.
- Multi-Sport, Multi-Location Shoots: Trail running in Oregon, ocean sports on Oahu.
- Authentic Athlete Storytelling: Ensuring the narrative honored women’s strength while staying true to Suunto’s brand identity.
- AI-Assisted Scripting & Storyboarding: Using cutting-edge AI tools to refine and accelerate the creative development process.
THE APPROACH
To execute this campaign successfully within the given timeframe, we took a highly strategic and efficient approach:
Key Initiatives
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Creative Direction & Narrative Development
- Built a strong storytelling foundation inspired by The Women and The Sea weaving themes of perseverance and adventure.
- Used AI-driven voiceover to refine the script flow, tone, and pace while ensuring efficiency in creative development.
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Athlete Selection & Location Scouting
- Sourced elite female athletes representing the campaign’s core sports—trail running, open-ocean swimming, scuba diving, and spearfishing.
- Selected dynamic, visually compelling locations in Oregon and Hawaii to showcase the raw beauty of these environments.
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Production & Execution
- Shot trail running sequences in Oregon and ocean-based sports in Hawaii over a few intense days, balancing logistical challenges such as weather, tides, and athlete schedules.
- Integrated Suunto products naturally into each sport, emphasizing their reliability and durability in extreme conditions.
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Editing & Final Delivery
- Managed a streamlined post-production process, ensuring high-quality visuals that aligned with Suunto’s brand aesthetic.
- Delivered all campaign assets—including social content, hero video, and still imagery—on time for the International Women’s Day launch.
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THE SOLUTION
By combining high-impact storytelling, cutting-edge AI tools, and streamlined production, we delivered an emotionally compelling campaign that highlighted the strength, endurance, and resilience of female athletes. The visuals showcased Suunto’s products in action, reinforcing their reliability in extreme conditions while authentically celebrating women in adventure. This campaign successfully positioned Suunto as a champion for female athletes, aligning with the brand’s values of exploration and perseverance.
THE IMPACT
- Suunto’s largest North American campaign for Q1 2025, generating high engagement across digital and retail channels.
- Deep emotional resonance through a visually stunning and inspiring campaign narrative.
- Expanded brand storytelling, positioning Suunto as a leader in supporting female athletes across diverse sports.
- Seamless execution under extreme time constraints, proving the power of efficient, high-impact creative production.
