Mammut is not a streetwear brand.

Competitor brands have compromised their functional origins in favour of streetwear.

The campaign captured the essence of Mammut: a product for the mountains, without functional or aesthetic compromise.

Not a streetwear brand was invented as a bold brand statement to champion Mammut’s indomitable ethos.

Crafting cityscape locations with outdoor athletes activated our social campaign, followed by a pop-up base camp and projection piece in Granary Square.

Mammut’s uncompromising ethos was fundamental to our ‘teasers’ for the activation. Jet-washing the logo on pavements, zooming around Central London in a custom Digivan, and postering across brand hotspots ensured the event was noticed. London took time out of its busy day to remember that Mammut is Not a streetwear brand.

I’m proud to say this is one of those idea that started as a what-if that I believed in, and after 6 months of nudging, we made it happen… in a week.