Garmin SA had become synonymous with Personal Navigation (PND), but their wide product range had so much more to offer. I was briefed to conceptualise a campaign that would re-position Garmin as a lifestyle brand which in turn would promote their other devices. We decided to showcase each Garmin product in the territory for which it was created. To do this, we focused on the faces of individuals, rich in character, living out their specific hobbies in their chosen terrains. Together with the line “Go Beyond” and an online campaign that encouraged consumers to explore, this campaign made boundaries a thing of the past for Garmin.
Design and Art Direction: Gordon Dallas Copywriting: Tasha Hodgson Creative Direction: Francois Boshoff Photography: Michael Knight Retouching: Paul Vermeulen