Print literature
Outdoor retail

The background

Primus has been globally recognized for pioneering outdoor cooking since 1892. A Primus stove accompanied Roald Amundsen when he was the first person to reach the South Pole on 14 December 1911. Sir Edmund Hillary and Tenzing Norgay used a Primus on Mount Everest when they climbed the summit on 29 May 1953.

The brief

Create a captivating advertising campaign to promote 3 key Primus products.

Our response

Primus is all about nature and the outdoors. We wanted to integrate that within the advertising campaigns and animals provided the perfect vehicle to present the products in their environment with maximum impact. Heavy photoshop artworking was carried out in-house and when complete we rolled out the campaign across both print and online placements.