Woodland is back with season 2 of its much-acclaimed campaign, #AgainstAllOdds. Since last year, the brand has been highlighting the stories of people who are pursuing offbeat adventure sports in spite of severe obstacles and giving them a platform to showcase their success stories.
In the #AgainstAllOdds 2 series led by Interactive Avenues, Woodland’s digital agency, three people from different walks of life come together to have a conversation about the disabilities, deterrents, and dangers they had to face to overcome the barriers in their lives and emerge victorious. The grit and determination with which they overcame not only physical, but mental and social, barriers to reach their goals is a story worth sharing with the millions who will get inspired by them.
One of their storytellers, Stanzin Dorjai, shot a short film titled ‘The Shepherdess of Ice’, based on the life of his sister, which went on to win the Grand Prize at the 2016 Banff Mountain Film and Book Festival. To shoot the movie, he had to brave a cold of -32°C and trek up and down mountains with more than 30 kg on his back for 15 days.
Another storyteller, George Thengummoottil, a Keratoconus patient himself, shot a movie titled ‘Singali la In the Himalaya’ about a young Keratoconus patient trekking through the Himalayas. It went on to be featured in various film festivals and won several awards. He is also the founder of the Keratoconus Foundation and one of the organisers of the Kerala Adventure Carnival. And lastly, on August 28, 2016, Divyanshu Ganatra became the first visually impaired person to complete a tandem cycling expedition from Manali in Himachal Padesh to Khardung La, the world’s highest motorable road at 18,380 feet.
These stories are being shared on Woodland’s Facebook and Instagram pages, providing them with an all-important platform to talk, share and raise awareness about the issues they had to face in their respective journeys.
The audience reaction has been huge, where they have come up with their own stories which are just as inspiring and deserving to be shared. Till now, the Engagement Rate (Like + Share + Comment) of the campaign is 53,000+, and it had a Reach of 0.5+ million.
Woodland, as a brand, has always made it a point to be socially relevant with relation to its principal proposition of making outdoor sports an integral part of everyone’s life, keeping it interesting and fresh all the while. With this campaign, they have managed to put the spotlight on an otherwise marginalized part of society, merging it with the mainstream, all the while keeping its focus on adventure sports.