GroupM, WPP’s media investment group, today announced the launch of a major national Out of Home campaign for British outdoor clothing brand Berghaus, spanning two creative phases.
The Icons campaign, fronted by Britpop legend Liam Gallagher, celebrates the historic kinship between Berghaus and Oasis frontman – known for wearing the brand back in the 90’s. The campaign shows Gallagher wearing the reissued Berghaus Trango Jacket – a piece originally designed in Newcastle in 1986 – only weeks after announcing Oasis’ long-awaited return to the stage in 2025.
Shot by iconic British photographer Alasdair Mclellan and activated across iconic British cities, this campaign underscores Berghaus’ commitment to reclaiming its style credentials, celebrating its British heritage while solidifying its position in today’s urban outdoor fashion scene. The creative emphasises the bold, modern take on outdoor-wear, blending fashion and function.
The Icons Campaign bolsters an earlier launch of Berghaus Autumn/Winter season with ‘Cold Studies’, launched on October 7, highlighting Berghaus’ latest seasonal collection. This new range of weather-resistant jackets is designed for everyday outdoor life, offering versatility and protection, for park strolls and city errands, from the unpredictable British weather.
Cold Studies features prominent “flyposting” activations in high-traffic areas of Manchester and London, alongside an eye-catching display on Waterloo Motion – targeting valuable commuters and leisure audiences at one of London’s busiest railway stations.
Meanwhile, the Icons campaign takes over premium roadside and large-format spaces in London and Manchester. Key sites include The Kensington, Holland Park, Shoreditch High Street, and Angel Square, as well as Transvision screens at major rail stations, and London Underground large-format placements.
Two eye-catching, hand-painted murals will also form part of the campaign located at Swan Street in Manchester (pictured) and Brick Lane, London. The Manchester mural is supported by campaign creative on the Northern Quarter Canvas making the campaign truly unmissable in a key city-centre location, localising activity in two iconic cities instrumental to historic British music culture.
“This has been a really exciting campaign to work on,” said Saeeda Seddon, senior account manager for OOH, GroupM UK. “Not only is outdoor fashion and Out of Home advertising a perfect fit, we’ve maximised the creative potential of OOH media to target the Berghaus audience at the heart of major cities.
“By utilising our proprietary Journeys data, we were able to plan each activation to ensure high visibility and relevance, selecting the perfect environments and formats to reach our target audiences. The mix of murals and other large formats means that the Berghaus message resonates with people as they move through urban areas.”
Dan Cunningham head of marketing, Berghaus added: “Partnering with Liam on this launch didn’t just produce an iconic visual, it’s been a major moment, and executions like this are why. Murals are part of the fabric of a city and watching them go up is an event of their own. It’s not just a visual or a presence, it’s an art form and an occasion for people to be part of. They become part of the city for a brief period of time”
