A wintertime, tactical proposal for the outdoor clothing brand.
Integrated activity culminates with a musical staged in a freezing theatre. (Actors' costumes incorporate Berghaus insulating fabric.)
Posters support Christmas sales and an app continues the campaign during summer.
The aim is to generate a romantic/ escapist tone, while reaffirming the brand’s extreme weather credentials.
Agency: spec work.
("Warm to" also means "feel good about" in English.)
POSTERS NEAR KEY BERGHAUS RETAILERS
(Copy and images by me.)
(Lake Arhuaycocha is situated at 4750m in the Andes.)
Lets us watch wherever it's snowing in the world, 365 days a year.
(By selecting webcams according to global current weather reports.)
PRODUCT – CUDDLY MOUNTAINS
INTEGRATED AND SOCIAL ACTIVITY SPANNING THREE WINTERS
We invite users to rewrite “The Lion The Witch and The Wardrobe” so the Ice Queen wins, not Aslan the Lion.
(In the book, the “Witch” is also called “The Ice Queen.”)
THE FIRST WINTER
Users are invited to submit alternative story outlines of the famous tale. (Up to 500 words.)
The competition is seeded by a version of the book that contains nothing but blank pages.
It's left at the bottom of Waitrose supermarket freezers, on a frozen lake and advertised on goodreads.com
THE SECOND WINTER
The winning story outline is given to students at leading music schools in key Berghaus markets.
Their brief is to turn it into a musical.
THE THIRD WINTER
The winning musical is staged in a fabulously chilly, air-conditioned theatre.
Actors' costumes incorporate Berghaus insulating fabric.
Free tickets for those who participated and up to three friends they invite on social.
EXAMPLE STORY OUTLINE
Aslan the charismatic Lion is in love with the Ice Queen, but she's in love with the Grey Wolf.
The Lion recruits the children, (Peter, Susan, Edmund and Lucy) through the wardrobe and spins a story to trick them into using their human powers against the Wolf.
The Ice Queen comes to the Wolf's aid and the children eventually realise that, beneath his golden facade, the Lion is evil personified.
But too late: although the Ice Queen defeats the Evil Lion, the Grey Wolf is mortally wounded.
We end with him being carried away into the eternity of a blizzard, by his ally the East Wind.