The Armor[let] Project

Agency: Marketsquare


The people of Greenland used to sew amulets into their jackets to keep evil spirits away. Now, the outdoor brand Meqqusaalik is reinventing the use of spiritual amulets.

The word for it is "Silla" meaning "what's out there".
In former times, belief in spirits and witchcraft was well-rooted in the Inuit people. Imagine being a hunter or fisherman back in the days in Greenland, with rough nature and extreme weather conditions. The people of Greenland needed protection in more than one sense, from the spirits of nature, and they still do.

To protect fishermen and hunters from "what's out there", the brand decided to take inspiration from old amulets and Inuit masks and create a new protective amulet in the form of armor. After countless hours of locating and rediscovering old amulets and their stories, the design process began and The Armor[let] Project was born.

A protection for more than what the eye can see.

This professional campaign titled 'The Armor[let] Project ' was published in Greenland in June, 2023. It was created for the brand: Meqqusaalik, by ad agency: Marketsquare. This Experiential medium campaign is related to the Fashion industry and contains 1 media asset. It was submitted 4 months ago by Ulik.


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