Climbing is having a celluloid moment right now, with more eyes than ever on the sport. This intense focus also brings with it some unique challenges.
Navigating red-hot trends without tripping on the coat tails of what’s gone before can be a challenge for any agency. When we were asked to promote The Wall: Climb For Gold – an independent production made by Windfall Films and supported by adidas Outdoor, which follows Janja Garnbret, Shauna Coxsey, Miho Nonaka and Brooke Raboutou on the road to Tokyo 2020 – we had to ask ourselves what set it apart.
What we found was a story of resilience in challenging times. A theme that many of us are familiar with after the last few years and which resonates beyond climbing purists.
With an authentic, human story at its core, we set about promoting The Wall: Climb For Gold with a sustained multichannel strategy centered around the athletes and their quest to defy a pandemic and reach the pinnacle of their sport.
Across a social, paid digital and outdoor PR campaign – and in tandem with Windfall’s focus on the film and entertainment world – our integrated campaign targeted climbers, outdoor enthusiasts and film fans, putting storytelling at the fore. We put the focus on the athletes, telling their stories right up to the moment they’d been working towards – the Summer Olympics. And with interest piqued, we finally promoted the film itself.
We love telling stories at ACM and the one told by The Wall: Climb For Gold is as good as any. We’re proud to have helped set the film apart and show what these incredible women have achieved.