Turning outdoor performance into unforgettable campaign imagery
Client
Primus
Country
Sweden
Disciplines
Campaigns
Image Creation
Sector
Retail
Founded in Stockholm in 1892, Primus has been helping explorers push beyond the known world for more than a century. Its pioneering stoves travelled with Roald Amundsen to the South Pole in 1911 and supported Tenzing Norgay and Edmund Hillary’s historic ascent of Mount Everest in 1953, establishing a legacy of reliability in some of the most demanding environments on Earth.
The brief
Primus asked BakerWilcox to develop an advertising campaign for print and digital media. The commission included concept development, image creation and detailed artworking, followed by the preparation and supply of finished campaign assets for publication and online use.
Edmund Hillary and Tenzing Norgay, 29 May 1953
The execution
We developed a series of playful visual concepts that connected Primus products with the ingenuity and adaptability found in nature. Familiar outdoor subjects, including a bear, an ant and a chameleon, were combined with the equipment in unexpected ways, creating campaign images that communicated performance with wit and immediacy.
The success of each concept depended on making an impossible scene feel completely believable. We constructed the imagery through detailed compositing, combining multiple photographic elements and carefully refining scale, perspective, light, shadow, colour and texture. Every adjustment helped bring the separate components into one convincing visual world.
Product integration was handled with particular care. The equipment needed to remain clearly recognisable and technically accurate while appearing naturally embedded within each scene. This balance allowed the advertising to retain the clarity of a product campaign without losing the imaginative quality of the central idea.
The compositions were then developed across print and digital formats, with typography, messaging and calls to action adapted to the proportions and viewing conditions of each placement. Animated online executions introduced movement to the campaign, extending the visual idea beyond the printed page while retaining its character and impact.
The finished work brought together imaginative concept development and meticulous image-making, giving Primus a campaign that felt distinctive, engaging and rooted in the adventurous spirit of the brand.
Detailed Image creation formed the backbone of the campaign
Some campaign ideas appear simple at first glance, but making them feel effortless can involve an extraordinary level of craft. For Primus, every detail of scale, light, texture and perspective had to work together so that the viewer accepted the image instantly, leaving the idea itself to do the talking.
KELLY WILCOX
