Description
Created with adam&eveDDB London, the irreverent campaign turns the Grim Reaper into social influencer @Reaper_1938, promoting Columbia’s Powderkeg II jacket with a darkly playful twist
The Grim Reaper is the unlikely face of Columbia Sportswear in a comical new Halloween social activation, offering followers the chance to win a limited-edition Powderkeg II Remastered Interchange jacket, with a legally binding Will and Testament stitched into the lining.
The Grim Reaper is reimagined as a TikTok and Instagram influencer, aka @Reaper_1938, in the irreverent ‘Death Wishes’ activation, which highlights the durability and longevity of the brand’s outerwear.
The social and influencer campaign, created with adam&eveDDB London, kicks off with a film starring the Reaper in full on influencer mode, chatting to fans about the limited-edition jacket, sharing that 'Columbia makes its gear so tough it could outlive you.'
@Reaper_1938 will be populated with organic content ahead of the launch to establish the influencer profile, while he will also be modelling the jacket on Columbia’s website. A series of teasers showing the Reaper hanging around potential accident spots, waiting for his next victim, will run ahead of the main film drop.
This professional campaign titled '@Reaper_1938' was published in United Kingdom in October, 2025. It was created for the brand: Columbia Sportswear, by ad agency: adam&eveDDB. This Integrated medium campaign is related to the Sportswear industry and contains 1 media asset. It was submitted 7 days ago.
