BERGHAUS
A tactical winter campaign for the outdoor clothing brand.
Includes OOH and integrated activity that culminates with a musical staged in a freezing theatre.
The campaign also helps promote and fund Berghaus efforts to tackle global warming.
Agency: presented to VCCP London. On hold due to client management changes.
(Visual concepts/ copy by me.)
CAMPAIGN CLAIM
(“Warm to” also means “feel good about” in English.)
POSTERS NEAR KEY RETAILERS
During the run up to Christmas.
(Lake Arhuaycocha is at 4420 meters in the Andes.)
#QUEENWINS – AN INTEGRATED CAMPAIGN SPANNING THREE WINTERS
We invite people to reimagine the classic tale, so the Witch becomes the hero.
(In the book, the “Witch” is also referred to as “Ice Queen”.)
DURING THE FIRST WINTER
Copies of the book – with blank pages – are left in supermarket freezers near leading universities, and advertised on goodreads.com.
Text on the rear cover invites the user to submit an alternative story outline of up to 300 words.
DURING THE SECOND WINTER
The winning story outline is shared with students at leading music schools.
Their brief is to turn it into a musical.
DURING THE THIRD WINTER
The winning musical is staged in a freezing theatre.
Actors' costumes incorporate Berghaus Hydroloft insulating fabric.
When the show’s run ends, a recording is added to Berghaus social channels.
EXAMPLE SCRIPT FOR MUSICAL
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.
He 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 warm, golden facade – Aslan the Lion is evil personified.
But too late: although the Ice Queen defeats the Evil Lion, the Grey Wolf is mortally wounded.
We close with him being carried away into the eternity of a blizzard, by his ally the East Wind.
SUSTAINABILITY
Profits from ticket sales help fund Berghaus sustainability initiatives.
E.g. ”Good Wood” – the annual planting of two million trees.