For Mammut, summer isn’t for switching off, it’s for turning up the altitude.

While others chase beach breaks and poolside ease, we head for ridgelines, switchbacks, and summit attempts. For Spring/Summer 2025, we set out to reframe what a summer holiday could look like, not a retreat from the world, but a step higher.

We paired familiar holiday language with unfamiliar terrain: sunburn swapped for windburn, flip-flops for crampons, cocktails for carabiners. Hiking, climbing, trail running, each one shown not as a sport, but as a summer ritual of its own. The campaign unfolded across channels, inviting people to trade the coast for the crag, and discover the kind of summer that stays with you long after the tan fades.