When Garmin repositioned themselves as the go-to brand for a wide range of sport, maritime and other devices (no longer just personal navigation devices) we decided to showcase each Garmin product in the territory for which it was created, in a fearless and epic way. To do this, we focussed on the faces of individuals, rich in character, living out their specific hobbies in their chosen terrains. Together with the line “Go Beyond” and an online campaign that encouraged consumers to explore, this campaign made boundaries a thing of the past for Garmin.
