The Brief:  To write a series of short, punchy sentences of emotive and evocative copy to accompany a brand awareness campaign. The copy needed to be structured in a very specific way and focus on outdoor experiences, not products. I was to limit the copy to under 200 words with a maximum of four paragraphs.

The copy was used as a base for the campaign where a sentence or part of a paragraph would be used as appropriate. Uses would include social media posts, advertising, emails, web banners and blogs.

The brief also required two further shorter pieces of copy targetting two distinct outdoor audiences. As well as writing multiple taglines for use within a promotional video for the same campaign.

Bradshaw Taylor is a specialist in the UK outdoor industry based in Oakham, Rutland. Their portfolio includes high-end outdoor clothing and equipment brands such as Artilect, Schoffel, Sherpa Adventure Gear and Tentree. They also have two retail brands – The Epicentre and Cavells.

“Thank you so much, Andrew – this is great! You’ve really nailed the evocative copy we’re after. And with so many options for taglines, we definitely have that part covered too”.
Emma Mathias, Bradshaw Taylor