Australia and New Zealand adventure and outdoorwear outfit Macpac released a multi-channel March campaign built on its ongoing ‘Weather Anything’ brand platform which went right up to the edge and then over the precipice to prove its products’ trustable durability.
The precarious campaign, created in harness with agency The Monkeys Melbourne, sought to showcase the high quality and dependability of Macpac’s products in a demonstration that dangled a trio of hikers over a cliff edge.
The integrated Australian and New Zealand campaign rolled out across television, OOH, social, online and in-store from 8 March and was led by a 45-second hero spot Directed by Sweetshop’s Damien Shatford titled ‘This Is A Bit Precarious’.
“Macpac gear is designed and tested by some of New Zealand’s best alpinists in some of the world’s toughest environments, so it’s great to demonstrate this in such a distinctive and memorable way,” attested macpac General Manager Of marketing Maria Glass.
The Monkeys Melbourne Co Creative Director Joe Sibley stated that “We wanted to show just how durable and reliable Macpac gear is, in a way that people couldn’t ignore,” while his Co CD Hugh Gurney added “We watched Cliffhanger, and Cliffhanger 2 (2 Cliff, 2 Hanger) and realised cliffhanger moments are called so for a reason — you can’t look away. So, we just added a Macpac jacket, some deadpan Kiwi delivery and a little special Shatford sauce and it ended up pretty great.”
The campaign was created for client Macpac Managing Director Cathy Seaholme and Marketing GM Maria Glass by a team at creative agency The Monkeys (part of Accenture Song) which included Chief Executive Officer Paul McMillan, Chief Creative Officer Ant Keogh, Chief Strategy Officer Michael Derepas, Strategy Director Dave Collins, Creative Directors Hugh Gurney and Joe Sibley, National Head of Production and Producer Romanca Mundrea, Production Coordinator Genya Mik, Group Account Director Vicky Mockler, Account Directors Ella Goldberg and Jenny McLarney, as well as Account Manager Grace Tenaglia.
The media agency was OMD and the team working on the project at production company Sweetshop included Director Damien Shatford, Producer Katie Kempe, Managing Director/Executive Producer Edward Pontifex, Executive Producer (AUS) Greg Fyson, Executive Producers (NZ) Ben Dailey and Kate Roydhouse, DOP James Brown, Editor Simon Price, Colourist Matic Prusnik and Online/VFX Head Stuart Bedford.
The sound house was Squeak E Clean Studios with Sound Designers Paul LeCouteur and Ceri Davies. The photographer was Vaughan Brookfield who worked with Retoucher Dave Mercer and Stills Producer Katherine Muir.
Comment
We just can’t resist it…..this campaign really is a cliffhanger.
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