Duluth Trading: Guide to the Modern Outdoors

The “Guide to the Modern Outdoors” campaign for Duluth Trading reimagines flannel as the ultimate survival tool for those who’d rather fake it than rough it. Inspired by vintage Boy Scout survival manuals, the campaign turns classic wilderness tips on their head to create a humorous, approachable take on outdoor life. Each ad features playful scenarios—like “bear” encounters with dogs or camping without actually pitching a tent—blending tongue-in-cheek copy with bold, rugged visuals. A full photoshoot set the tone for the campaign, complemented by typography that mirrors classic survival guide aesthetics. Delivered across print, posters, and social media mockups, the result connects modern audiences with Duluth’s outdoorsy spirit.