3 Seasons
BEHIND THE SCENES OF THE SAMAYA OPTI1.5 CAMPAIGN
Samaya entered the 3-season world at the beginning of 2023, notably with the Samaya OPTI1.5. This new equipment allows for increasingly diverse practices, in particular the combination of paragliding and bivouac trekking. Virginie Rastel, Communications Manager, gives us the inside scoop on the latest Samaya OPTI1.5 campaign.
What is the context for this campaign?
Virginie Rastel: The Samaya OPTI1.5 is our new ultralight trekking pole tent. Several activities can be combined with this 3-season equipment. The first campaign announcing the launch of the Samaya OPTI1.5 highlighted trail running on multi-day trips. With this second campaign, we are diversifying product usage with the practice of paragliding.
What was your inspiration and your approach for the design of this 3-season campaign?
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VR: Through this campaign, we want to combine bivouac trekking with paragliding. My approach was guided by two main watchwords: lightness and freedom. We sought to capture the spirit of adventure that paragliding on multi-day trips represents.
Why did you choose to shoot this campaign in Annecy, specifically at the Col des Frêtes?
VR: We chose to shoot in Annecy, a city located in the heart of the Alps and also where Samaya was created. It was a way to echo our French expertise. The Col des Frêtes is an iconic spot in the region for paragliders. Access to the site involves a trekking trail section and the paragliding takeoff is very steep and committed, which matches our brand image. We therefore sought to show our tent being used in real-world conditions and in a place frequently visited by practitioners, in order to reinforce our product's credibility and allow the customer to picture themselves in the experience.
How do paragliding and bivouac trekking reinforce each other and complement one another?
VR: Paragliding on multi-day trips is growing more and more today, particularly in renowned races like the RedBull X-Alps. Paragliding and bivouac trekking are two outdoor activities that, when combined, offer the user a new experience. Combining the two uses allows practitioners to explore new ways of experiencing sports outings. It strengthens the connection with the natural environment and offers unprecedented flexibility in planning an adventure.
What message do you want to convey with this campaign?
VR: The lightness of the Samaya OPTI1.5 reflects the lightness felt when paragliding—both in body and mind!
