{"id":4282227,"date":"2025-02-06T12:48:57","date_gmt":"2025-02-06T10:48:57","guid":{"rendered":"https:\/\/www.deptagency.com\/case\/bringing-a-mountain-sized-message-to-life\/"},"modified":"2025-02-18T03:53:03","modified_gmt":"2025-02-18T01:53:03","slug":"bringing-a-mountain-sized-message-to-life","status":"publish","type":"case","link":"https:\/\/www.deptagency.com\/en-au\/case\/bringing-a-mountain-sized-message-to-life\/","title":{"rendered":"Bringing a mountain-sized message to life"},"content":{"rendered":"<div class=\"block-case-intro-title\">\n\t<p\tclass=\"text text-sans-128 block-case-intro-title__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Mammut<\/p><p\tclass=\"text text-sans-48 block-case-intro-title__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Bringing a mountain-sized message to life<\/p><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t\tdata-plyr-provider=\"vimeo\"\n\t\t\t\t\t\t\tdata-plyr-embed-id=\"1040790393\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t><\/div>\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\tdata-for=\"133de2e9\"\n\t\t\t\t\t\t\tclass=\"block-assets-and-copy__transcript-button js-block-assets-and-copy-view-transcript text-sans-14\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\tTranscript\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<dialog\n\t\t\t\t\t\t\tid=\"133de2e9\"\n\t\t\t\t\t\t\tclass=\"block-assets-and-copy__transcript-dialog js-block-assets-and-copy-transcript-dialog\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<header>\n\t\t\t\t\t\t\t\t<p class=\"text-sans-16\">Transcript<\/p>\n\n\t\t\t\t\t\t\t\t<button class=\"js-block-assets-and-copy-modal-close\">Close<\/button>\n\t\t\t\t\t\t\t<\/header>\n\n\t\t\t\t\t\t\t<p class=\"block-assets-and-copy__transcript-content\">It is no secret that parts\nof the industry have lost their way.\nChasing go core trends and kind of forgetting who they are.\nMammut has always stuck to its roots.\nWe&#8217;re made for the mountains,\nand when you make a statement, people react.\nIt&#8217;s also about who we are, why we exist, and our promise to always make mountain gear\nthat helps people push further\nand really offer them an escape from city streets.\nMammut is not a street to brand.\nIt never will be.<\/p>\n\t\t\t\t\t\t<\/dialog>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-case-intro js-block-case-intro\">\n\t\t\t<div class=\"block-case-intro__category-container\">\n\t\t\t<p\n\t\t\t\tclass=\"block-case-intro__category-header text-sans-16\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-delay=\"0.25\"\n\t\t\t>\n\t\t\t\t(&nbsp;&nbsp;Services&nbsp;&nbsp;)\n\t\t\t<\/p>\n\n\t\t\t<ul\n\t\t\t\tclass=\"block-case-intro__category-list text-sans-14 js-block-case-intro-category-list\"\n\t\t\t\tdata-animation=\"slide-fade\"\n\t\t\t\tdata-animation-target=\"inner-items\"\n\t\t\t\tdata-animation-delay=\"0.5\"\n\t\t\t\tdata-animation-stagger=\"0.1\"\n\t\t\t>\n\t\t\t\t\t\t\t\t\t<li class=\"block-case-intro__category-item\">\n\t\t\t\t\t\tBrand &amp; Media\t\t\t\t\t<\/li>\n\t\t\t\t\t\t\t<\/ul>\n\t\t<\/div>\n\t\n\t<h2\tclass=\"text text-sans-48 block-case-intro__title js-block-case-intro-title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.005\" >Mammut\u2019s \u201cNot a Streetwear Brand\u201d campaign had a simple mission: challenge city dwellers to rethink their urban routines and connect with the rugged authenticity of the mountains. <\/h2><p\tclass=\"text text-sans-24 block-case-intro__text js-block-case-intro-text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-delay=\"0.1\" >Together with DEPT\u00ae, the mountaineering gear brand displayed its message loud and clear\u2014transforming the grey streets of London into a bold, mountain-inspired spectacle.<\/p><\/div>\n\n<div class=\"full-width-image block-full-width-image__full-width-image\">\n\t<div\n\t\tclass=\"image-wrap full-width-image__image-wrap\"\n\t\tdata-align=\"center center\"\n\t\t\t>\n\n\t\t\t<picture\n\t\tclass=\"image__picture\"\n\t\t\t\t>\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t<img\n\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/12\/Mammut1.jpg\"\n\t\t\t\tclass=\"image full-width-image__image\"\n\n\t\t\t\t\t\t\t\talt=\"People looking at a building with the Mammut logo projected onto it\"\n\t\t\t\t\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\/>\n\t\t<\/picture>\n\t\n\t<\/div><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"center-aligned-asset\"\n\tdata-content-align=\"center\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Made for the mountains<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>For more than 160 years, Mammut has been building a legacy rooted in the precision and ruggedness of the Swiss Alps. Known for crafting high-performance gear that empowers climbers and adventurers, Mammut prides itself on authenticity and a deep connection to the mountains.<br><br>But today\u2019s outdoor retailer landscape is shifting. Brands traditionally known for outdoor gear and apparel are increasingly co-opting streetwear trends, focusing more on athleisure and fashion than athletic performance and function.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/02\/Mammut2.jpg\"\n\t\t\t\t\talt=\"Digital van with Mammut branding outside a shop front in London\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"center-aligned-asset\"\n\tdata-content-align=\"center\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>For Mammut, this has not and will never be the case. Still, it faced a challenge: how to maintain its identity and remind people of its mountaineering roots amidst an avalanche of commercialisation? From this challenge, the Not a Streetwear Brand campaign was born.\u00a0<br><br>The Not a Streetwear Brand campaign seeks to confront the blurring lines between outdoor authenticity and urban fashion while sparking a reappraisal of the brand. The goal? Make some noise in the outdoor market, inspire city dwellers to rediscover the allure of nature, and position Mammut as one of the last real mountaineering brands.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/12\/Mammut3.jpg\"\n\t\t\t\t\talt=\"Man taking a photo of a building with the Mammut logo projected onto it\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"left-aligned-asset\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/02\/Mammut4.jpg\"\n\t\t\t\t\talt=\"Two men and one woman wearing climbing gear and smiling\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Bringing snow-capped cliffs to central London<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>To bring the campaign\u2019s guiding statement to life, DEPT\u00ae and Mammut sought to <a href=\"https:\/\/www.deptagency.com\/solutions\/brand-media\/\" target=\"_blank\" rel=\"noreferrer noopener\">create a disruptive activation<\/a> in the heart of London. The strategy hinged on juxtaposing Mammut\u2019s mountain heritage against the city landscape, resulting in an attention-grabbing backdrop for the bold statement that the brand is not\u2014and will never be\u2014a streetwear brand.<br><br>The campaign was rolled out in three phases, each designed to build intrigue, capture attention, and keep the conversation going.<\/p><\/div><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"three-up-asset-one\"\n\tdata-content-align=\"center\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Phase one: Tease <\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>The campaign kicked off with subtle hints about the upcoming event, both online and offline. Outdoor athletes, including climbers <a href=\"https:\/\/www.instagram.com\/adam.ondra\/?hl=en\" target=\"_blank\" rel=\"noreferrer noopener\">Adam Ondra<\/a> and <a href=\"https:\/\/www.instagram.com\/choongkatherine\/\" target=\"_blank\" rel=\"noreferrer noopener\">Katherine Choong<\/a>, shared cryptic and enticing messages across social media, urging their followers to \u201clook up\u201d and be on the lookout for something big coming to the city.<br><br>In key areas around the activation site, we placed tactical media like fly posters and floor vinyl to further pique the curiosity of passersby, creating a buzz building up to the main event. <\/p><\/div>\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-first\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t<video\n\t\t\t\t\t\t\tmuted\n\t\t\t\t\t\t\tdisablepictureinpicture\n\t\t\t\t\t\t\tdisableremoteplayback\n\t\t\t\t\t\t\tplaysinline\n\t\t\t\t\t\t\tloop\n\t\t\t\t\t\t\tcontrolslist=\"nodownload nofullscreen noremoteplayback\"\n\t\t\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/12\/Download.mp4\"\n\t\t\t\t\t\t\taria-hidden=\"true\"\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t><\/video>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-second\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t<video\n\t\t\t\t\t\t\tmuted\n\t\t\t\t\t\t\tdisablepictureinpicture\n\t\t\t\t\t\t\tdisableremoteplayback\n\t\t\t\t\t\t\tplaysinline\n\t\t\t\t\t\t\tloop\n\t\t\t\t\t\t\tcontrolslist=\"nodownload nofullscreen noremoteplayback\"\n\t\t\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/12\/Download-2.mp4\"\n\t\t\t\t\t\t\taria-hidden=\"true\"\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t><\/video>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media is-third\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t<video\n\t\t\t\t\t\t\tmuted\n\t\t\t\t\t\t\tdisablepictureinpicture\n\t\t\t\t\t\t\tdisableremoteplayback\n\t\t\t\t\t\t\tplaysinline\n\t\t\t\t\t\t\tloop\n\t\t\t\t\t\t\tcontrolslist=\"nodownload nofullscreen noremoteplayback\"\n\t\t\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/12\/Download-3.mp4\"\n\t\t\t\t\t\t\taria-hidden=\"true\"\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t><\/video>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"mobile-asset\"\n\tdata-content-align=\"center\"\n>\n\t\n\t\t\t\t\t<div\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t<video\n\t\t\t\t\t\t\tmuted\n\t\t\t\t\t\t\tdisablepictureinpicture\n\t\t\t\t\t\t\tdisableremoteplayback\n\t\t\t\t\t\t\tplaysinline\n\t\t\t\t\t\t\tloop\n\t\t\t\t\t\t\tcontrolslist=\"nodownload nofullscreen noremoteplayback\"\n\t\t\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/12\/mammut_1728585105_highlight18353260594139903.mp4\"\n\t\t\t\t\t\t\taria-hidden=\"true\"\n\t\t\t\t\t\t\tclass=\"js-block-assets-and-copy-video\"\n\t\t\t\t\t\t><\/video>\n\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Phase two: Reveal<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>The live activation took place at Granary Square, a location known for its blend of urban culture and streetwear presence\u2014making it the perfect backdrop for Mammut\u2019s message. As evening fell, a highly visible and lifelike 3D projection lit up the building, transforming the face of the city into a towering mountain landscape.\u00a0<br><br>A (digital) Mammut-clad climber, seemingly scaling the urban skyline, symbolised the brand\u2019s message that \u201cthe mountains are where we belong\u201d\u2014not the harsh, man-made edges of the city. <br><br>As a tranquil soundtrack began taking over the frantic noises of the city, passersby felt the tension between the quiet isolation of the mountains and the busy streets. At the peak of the activation, people could relax into the calming white noise, clang of carabiners, and the heartbeat of the climber.<\/p><\/div><\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"center-aligned-asset\"\n\tdata-content-align=\"center\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>At the heart of the activation was a basecamp experience designed to mimic the rugged minimalism of an authentic mountain basecamp. The setup was made to stand out, complete with Mammut\u2019s signature red tents, outdoor gear displays, and legitimate mountain experts from Mammut Mountain School on-site to engage viewers.\u00a0<br><br>Visitors had the chance to interact with the brand, its ambassadors, and mountain athletes; learn more about hiking and climbing destinations near London; and take home exclusive \u201cNot a Streetwear Brand\u201d-branded merchandise.\u00a0<br><br>The activation turned a busy London thoroughfare into an immersive mountain experience, driving home Mammut\u2019s message in a way that was both unexpected and memorable.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/02\/Mammut5.jpg\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-stats-and-copy is-text-left\">\n\t<p\tclass=\"text text-sans-24 block-stats-and-copy__text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-stagger=\"0.01\" >The tease and reveal phases in particular exceeded benchmarks, achieving a standout 48.44% view-through rate (VTR)\u2014well above industry norms. On TikTok, the campaign delivered an efficient \u20ac4.63 average CPM, outperforming platform standards while maintaining high engagement.\u00a0<\/p>\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t48%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tview through rate\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t\u20ac4.63\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tCPM\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"full-width-content\"\n\tdata-content-align=\"center\"\n>\n\t<h2\tclass=\"text text-sans-48 block-assets-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >Phase three: Sustain<\/h2><div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>After the activation day, we kept the campaign going online, leveraging influencer content and user-generated posts to extend the message\u2019s reach. Social media lit up with photos and videos from the event, tagged with #NotAStreetwearBrand. Mammut\u2019s athletes and <a href=\"https:\/\/www.deptagency.com\/service\/creative\/influencer-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">influencers<\/a> kept the energy and conversation alive by sharing behind-the-scenes content and their own experiences at the activation.\u00a0<br><br>We chose to collaborate with a diverse group of creators, including <a href=\"https:\/\/www.tiktok.com\/@jwarnockk\/video\/7431550039987588384?lang=en\" target=\"_blank\" rel=\"noreferrer noopener\">James Warnock<\/a>, <a href=\"https:\/\/www.instagram.com\/p\/DBlBHyeqzcG\/\" target=\"_blank\" rel=\"noreferrer noopener\">Luke Tarrant<\/a>, <a href=\"https:\/\/www.instagram.com\/p\/DBt6N5LNYLp\/\" target=\"_blank\" rel=\"noreferrer noopener\">Amina Hassan<\/a>, and <a href=\"https:\/\/www.instagram.com\/tolivetotravel\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marta Misztal<\/a> throughout the campaign. We wanted to ensure the creators we worked with had unique stories, engaged audiences, and would capture the attention of city dwellers and rural residents alike.\u00a0<br><br>The organic and branded digital content amplified the story, ensuring those who missed the event could still feel a part of the movement and engage with Mammut\u2019s mission. During the reveal and sustain phases of the campaign, Tarrant\u2019s posts garnered more than 420k views across TikTok and Instagram, while Warnock\u2019s TikTok post drove a strong 5% engagement rate.\u00a0\u00a0<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/12\/Mammut6.jpg\"\n\t\t\t\t\talt=\"Birds eye view shot of the Mammut logo projected onto a building\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<div class=\"block-stats-and-copy is-text-left\">\n\t<h2\tclass=\"text text-sans-48 block-stats-and-copy__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" >High-performance activation for a high-performance brand<\/h2><p\tclass=\"text text-sans-24 block-stats-and-copy__text\"\n\tdata-animation=\"slideFade\" data-animation-target=\"paragraphs\" data-animation-stagger=\"0.01\" >Overall, launch content drove over 23M impressions at an efficient cost of \u20ac4.38 CPM across platforms and an impressive 40% VTR on average\u2014capturing attention, building anticipation, and laying the groundwork for sustained momentum throughout the activation.<br><br>The Not a Streetwear Brand campaign turned heads and left a lasting impression on London\u2019s audience. By bringing the mountains into the heart of the city through stunning and unexpected visuals, Mammut successfully created a space for authentic engagement, helping people rediscover the brand&#8217;s mountaineering spirit.<br><\/p>\n\t\n\t\n\t<ul\n\t\tclass=\"block-stats-and-copy__cards is-content-left\"\n\t\tdata-animation=\"slide-fade\"\n\t\tdata-animation-target=\"inner-items\"\n\t\tdata-animation-delay=\"0.15\"\n\t\tdata-animation-stagger=\"0.15\">\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t40M\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\ttotal impressions (+44% above forecast)\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t9.41%\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\tThruPlay VTR (vs 6.23% forecast)\t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t\t\t<li class=\"block-stats-and-copy__card\">\n\t\t\t\t<p class=\"block-stats-and-copy__card-title text-sans-76\">\n\t\t\t\t\t\u20ac0.01\t\t\t\t<\/p>\n\n\t\t\t\t<p class=\"block-stats-and-copy__card-subtitle text-sans-16\">\n\t\t\t\t\taverage CPV (vs \u20ac0.15 forecast) \t\t\t\t<\/p>\n\t\t\t<\/li>\n\t\t\t<\/div>\n<\/div>\n\n<div\n\tclass=\"block-assets-and-copy js-block-assets-and-copy\"\n\tdata-variant=\"center-aligned-asset\"\n\tdata-content-align=\"center\"\n>\n\t<div\tdata-animation=\"slide-fade\" data-animation-target=\"inner-items-separate\" data-animation-delay=\"0.15\" data-animation-stagger=\"0.2\" class=\"block-assets-and-copy__content\" >\n\t<p\tclass=\"text text-sans-24 block-assets-and-copy__text\"\n\t>The activation\u2019s combination of bold messaging, interactive elements, and influencer partnerships ensured that the campaign resonated both in person and online. Influencer amplification drove more than 420K views across Instagram and TikTok.<br><br>But the campaign\u2019s impact extended beyond social media, securing 1.4M reach through organic PR and being showcased as a standout example in the media.<br><br>Further solidifying its success, Google Trends data revealed a sustained uplift in search interest for &#8220;Mammut&#8221; in the UK, demonstrating how the campaign sparked lasting conversation and tangible curiosity in the weeks after the visuals faded.<br><br>Through the Not A Streetwear Brand campaign, Mammut and DEPT\u00ae reasserted what the brand stands for: authenticity; resilience; and a commitment to the outdoors.\u00a0<br><br>The campaign didn\u2019t just take over city streets\u2014it disrupted the narrative around outdoor brands and reminded people of the power of sticking to your roots. <br><br>With this bold activation, Mammut didn\u2019t just \u201c<a href=\"https:\/\/www.mammut.com\/us\/en\/about-us\" target=\"_blank\" rel=\"noreferrer noopener\">rise with the mountain<\/a>.\u201d It built one right in the heart of London.<\/p><\/div>\n\t\t\t\t\t<img\n\t\t\t\t\tsrc=\"https:\/\/www.deptagency.com\/wp-content\/uploads\/2025\/02\/Mammut7.jpg\"\n\t\t\t\t\talt=\"\"\n\t\t\t\t\tclass=\"block-assets-and-copy__media js-block-assets-and-copy-media\"\n\t\t\t\t\tdata-animation=\"scale-fade\"\n\t\t\t\t>\n\t\t\t\n\t<\/div>\n\n<blockquote class=\"block-case-quote\" data-animation-timeline>\n\t<span class=\"text-sans-20-24\" data-animation=\"fade\" data-timeline-item=\"1\">\u201c<\/span>\n\t<p\tclass=\"text text-sans-24 block-case-quote__title\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-timeline-item=\"2\" data-timeline-at=\"&lt;\" >We are a mountain performance brand at heart, and we will not muddy that positioning. Working with our partners in crime at DEPT\u00ae, the team has come up with a negative definition of Mammut\u2014realising that saying who we are NOT, is a powerful way of sharpening who we actually ARE.<\/p>\t<br \/>\n\t<span class=\"text-sans-20-24\" data-animation=\"fade\" data-timeline-item=\"3\" data-timeline-at=\"-0.5\">\u201d<\/span>\n\n\t<p\tclass=\"text text-sans-16 block-case-quote__text\"\n\tdata-animation=\"slide\" data-animation-target=\"words\" data-animation-stagger=\"0.015\" data-timeline-item=\"4\" data-timeline-at=\"-0.5\" >Nic Brandenberger, CMO at Mammut<\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"","protected":false},"author":40,"featured_media":4276673,"template":"","meta":{"_acf_changed":false,"es_utils_meta_schema":"","member_job_title":"","member_linkedin_url":"","dept_alt_featured_image":{"id":4259563,"url":"https:\/\/www.deptagency.com\/wp-content\/uploads\/2024\/10\/Mammut-Website-asset-1000x1200-1.png"},"dept_algolia_noindex":false,"dept_algolia_featured":false,"dept_accent_color":"#1027EF","dept_next_case_accent_color":"","dept_case_video":{"type":"local"},"footnotes":""},"client":[42793],"case-category":[42669],"award":[],"person":[42092],"case-industry":[42673,42670],"class_list":["post-4282227","case","type-case","status-publish","has-post-thumbnail","hentry"],"acf":{"dept_is_3q_page":false,"dept_current_cpt_partner":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - 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