The “Moment of Chill” campaign—conceived and executed by Phil Monahan—was a series of short videos, posted daily to Orvis’s social-media channels, designed to help consumers pause and de-stress from the frantic pace of the holiday season and connect to the natural world.  The videos would break through the noise of the holiday, reminding viewers of Orvis’s core values.

By most measures, “Moment of Chill” was a big success. In the first year, total social-media engagements were +66% to plan, and the “Moment of Chill” videos generated 1.6M engagements, which was slightly more than all other social posts combined generated over the same period.

Moment of Chill