GPS used to be about getting from A to B. But for Garmin, it’s always been about more than directions — it’s about discovery. With smartphones making navigation a commodity, we set out to remind people that adventure can’t be downloaded.

Our campaign positioned Garmin as the guide for epic detours, unexpected turns, and the kind of journeys that start when you don’t know exactly where you’re going.

Garmin wasn’t just competing with other GPS devices — it was competing with the idea that convenience is the same thing as experience. So we flipped the narrative. Instead of promising the shortest path or the fastest arrival time, we celebrated the long way ‘round. The creative leaned into the mythic, the rugged, and the wild — places your phone doesn’t want to go.

Because sometimes, the best stories start with a wrong turn.