When advanced materials company, 37.5 Technology, was looking to increase brand awareness among climbing customers - a group often skeptical of traditional marketing - they knew they needed to take their creative strategy to new heights. And, Boulder-based agency WorkInProgress (WIP) had just the idea - create the "World's Most Remote Pop-Up."
Actually creating and shooting the shop, however, produced a whole host of logistical obstacles we had to solve. We lead and sorted permitting, event logistics, fabrication, filming, photography, post, and worked closely with WIP and 37.5 Technology to make the novel idea a reality. The result was The Cliffside Shop, a storefront perched 300 ft in the air on a sheer rock wall, accessible only to hardcore climbers. For two days the store handed out (free) gear mid-climb and generated $15k in support of access and preservation of public lands.
Shine & Polish was also responsible for crafting and leading the earned media strategy across print and social channels. The activation received widespread praise from the advertising, outdoor, fashion and mainstream outlets alike, generating over 300 million earned media impressions and garnering over 150,000 views on YouTube. It was also the recipient of a Bronze Lion for Innovation in Ambient Outdoor.
2018 Cannes Bronze Lion (Innovation, Ambient Outdoor)