Source: Adweek
Climbers on the iconic Bastille in Eldorado Canyon deal with heavy winds, pouring rain and temperatures that can rise and fall by as much as 40 degrees in August. As prepped as they might be, they could likely use an extra layer or two on their way to the top of this picturesque mountain outside Boulder, Colorado.
Enter the world’s most remote pop-up, dubbed Cliffside Shop and manned from sunrise to sunset by a fellow climber handing out hoodies, socks and other gear to anyone who needs it. The price may be free, but it does require you to climb 300 feet to a shop that juts out from the sheer face of the mountain.
The two-day stunt, from Work in Progress for advanced materials company 37.5 Technology, took place earlier this month and provided jackets, fleece and other weather protection to about 70 climbers. Intended to make a big public splash for a little-known marketer, the shop also tried to take the concept of pop-ups to, um, new heights.
“Because they’re a dime a dozen—they’ve become an ad trope—how do you really do something so extreme and unusual and fitting for the brand that it gets noticed,” said Matt Talbot, WIP’s creative director. “We had to push it, and the client had to support it.”
See the video of the stunt below, and check out the gallery.
