2020 / Mountain Equipment Co-op

Return of the Rad

The Rad pants was one of MEC's most iconic products before being discontinued in 2001. In 2020 MEC brought the pants back; made with the same blueprint, fabric and even the original logo tags. But how do we move people to care almost 20 years later?

Our strategy was to create a sense of urgency by launching the new line of Rad pants on April 1 – capitalising on the PR and social media buzz that brand initiatives usually receive on April Fools Day. The result? The Rad pants sold out within 48 hours.

ROLE

Design lead
Graphic design
Photoshoot direction
Model & video star