Shackleton | Live Courageously

A Call For Courage

Shackleton

Live Courageously

The challenge

Take a heritage brand—inspired by legendary explorer Sir Ernest Shackleton—and make it resonant and relevant for a modern audience. In a world full of uncertainty, distraction, and challenge, Living Courageously is not just a mindset—it’s a necessity.

The aim

We’re not just speaking to extreme adventurers or polar explorers. We’re speaking to a broader community of individuals who live with courage, moral fortitude, resilience and an adventurous spirit. This is about more than survival in harsh conditions. It’s about the mindset to face challenges—wherever they are found. These attributes are more important today than ever.

The how

We repurposed the writings of Ernest Shackleton himself, written over 100 years ago, display them alongside imagery and footage of world events from the modern day. In doing so, we highlight the fact that we need these qualities today more than ever.

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Approach

We used the writings of Ernest Shackleton himself and pulled them together to create a compelling monologue to drive the story arc of the film. The script is comprised of lines taken from across all of Shackleton’s writings, spanning 1909 to 1922, and recontextualising them together in a ‘letter’ to the people of today.

The viewer is given a hint at the beginning of the film as to when the words were written, but the iconic author is only revealed at the very end.

True courage isn’t about posturing; it’s about confronting uncomfortable truths, making sacrifices for the greater good, and standing firm in the face of adversity. Yet, so much of the leadership modelled to us priorities short-term gains, political survival, or public approval over principled action.

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