Camping Rituals

In the summer of 2021, with the closure of borders due to the pandemic, Quebec saw an increase in tourism in its own province, particularly through outdoor activities, including camping. This trend created a new wave of campers, discovering the activity for the first time.

We realized that there was a deep-rooted hatred between camping veterans and these new campers, who were stealing their place, their peace and quiet, and above all emptying the stock shelves in their favorite stores. Atmosphere was faced with the challenge of how to attract the newcomers without losing the camping veterans who were already customers.

To solve this problem, we had to find a solution that would reconcile these two segments - and from this stemmed our insight: whether you're a new or old camper, and regardless of your experience, there's one thing that unifies us all: camping rituals. From memories of frozen spaghetti, to board games in the tent when it's raining, to hikes rewarded with smore's by the fire, all these rituals are things that everyone can relate to, and more importantly, that everyone can create for themselves, whether their tent costs $100 or $1,000.

Our strategy was to put our veterans at the center of our campaign and empower them to educate newcomers through ritual sharing. This transfer of knowledge was intended to bridge the gap between the two segments, while providing new initiates with the knowledge they needed to start their own rituals, and ultimately equip themselves at Atmosphere.