• Campaign/event
  • Central theme
  • Key visual
  • Typography
  • Colours
  • Imagery


The adventure begins!

Deuter Sport

When it comes to backpacks, Deuter is among the market leaders. The company launched its “My Deuter Adventure” campaign to strengthen this position nationally and internationally. Mountain sport enthusiasts around the entire world – from Europe, but also from countries like Japan and the Philippines – could participate and win a range of prizes, including the latest backpacks as well as exclusive hiking tours.

The brand designers at Zeichen & Wunder created the “My Deuter Adventure” campaign concept, shaped by its charming, approachable key visual. Visitors to international microsites like mydeuteradventure.com had the chance to become part of the Deuter family and post impressive panoramas from their hikes, stunning climbs and the best views to Instagram with the hashtag #mydeuteradventure and @deuter.

In line with the theme “Nur, wo man zu Fuß war, war man wirklich” (“You’ve only really been there if you’ve hiked there”), the backpack pioneer gave winners one-week trips to various destinations, such as the Zugspitze, Deuter headquarters, Funtensee lake and Neuschwanstein – or tours on a three-thousander accompanied by a national park ranger, including climbing on a dam wall. 

In this way, Deuter proves what many employees only claim: real outdoor expertise and an established position as part of a friendly community.
Instagram: #mydeuteradventure