Columbia Sportswear debuts 'The stupidest cold' global campaign in China

Columbia’s Omni-Heat is a temperature regulating lining that claims to keep people 20 per cent warmer than regular liners. The product, introduced two months ago, is being promoted across the globe with ‘The stupidest cold’, the largest and most highly integrated campaign Columbia has released to date. Canadian Butler, Shine, Stern & Partners is the AOR agency behind the project.

Outdoor and PR activities relating to the campaign is hitting Hong Kong this week and the Omni-Heat campaign website is activated in China.

Taiwan will see six adapted versions of the global viral ads release progressively. The humorous clips titled 'Snowbank', 'Snowball', 'Dunk', 'Snow angel' and 'Snow cannon' all feature half naked people playing in the snow to demonstrate the power of Omni-Heat. The campaign is also supported through other promotions on social media sites, including Facebook.

Most notably, all the characters in the ads speak in different languages to illustrate the campaign's global remit.