Mammut and DEPT® disrupt London to launch ‘Not a Streetwear Brand’ campaign
Late autumn in the concrete jungles of middle European cities can often be cold, grey, and wet. However, life doesn’t have to be this way. Last night, Swiss outdoor sports brand Mammut made a bold statement in central London with a spectacular activation aimed at awakening both dormant and new mountain enthusiasts, encouraging them to embrace the outdoors.
Mammut has a long history of standing out in an industry that started blurring the lines between streetwear and mountaineering. Mammut’s appearance in the city environment where streetwear brands thrive is a way to signal that it doesn’t agree with the direction the industry is taking, it will always stay true to its roots, stay above the tree line, and will never sell out.
By temporarily transforming the city environment, Mammut seeks to reconnect city dwellers with the great outdoors, inspiring them to embrace their adventurous spirit and experience the authenticity of the mountains.
An attention-grabbing stunt saw Mammut take over Granary Square, London, with 3D projections that transport passers-by from the urban landscape to the great outdoors.
The immersive stunt, created and produced by global digital agency partner DEPT®, proves that Mammut is not a streetwear brand, proudly staying true to its roots in mountain sports.
As the daylight was fading, buildings transformed into rugged cliff faces as a climber navigated the challenging terrain; audio guided the audience with a score that took people from the rhythmic noise of the city to the serene sounds of nature.
At the base of the projection sat an authentic basecamp experience, transporting the public to the mountains where they could experience the brand’s offering whilst gearing up on expert advice from mountain guides of the Mammut Mountain School.
“Mammut has never been a streetwear brand and has no plans to be one. We are a brand for those who look for connection, adventure, and thrills in the outdoors and that seek growth in the mountains,” says Nic Brandenberger, Chief Marketing Officer, Mammut.
“We are reinforcing Mammuts commitment to the mountains, its community standing up against inertia everywhere. It’s a celebration of authenticity in an ever shifting world,” says Bel Moretti, Creative Director from DEPT®.
The experience has been amplified by social content captured on-site, created by partner creators, including @adventureswithamina and @jwarnockk.
Those following on social will also be eligible to participate in a competition to win a grand prize which will take 2 people to a mountain expedition.