The New Zealand outdoor brand Macpac has released a precarious new campaign that builds on the brand’s existing “Weather Anything” platform.Created by The Monkeys, the campaign showcases Macpac’s high quality and dependable gear by dangling a trio of unfazed hikers from the edge of a cliff.
Maria Glass, acting general manager of marketing, said: “Macpac gear is designed and tested by some of New Zealand’s best alpinists in some of the world’s toughest environments, so it’s great to demonstrate this in such a distinctive and memorable way.”Joe Sibley, creative director, The Monkeys Melbourne, added: “We wanted to show just how durable and reliable Macpac gear is, in a way that people couldn’t ignore.” Hugh Gurney, creative director, The Monkeys Melbourne, added: “We watched Cliffhanger, and Cliffhanger 2 (2 Cliff, 2 Hanger) and realised cliffhanger moments are called so for a reason — you can’t look away. So, we just added a Macpac jacket, some deadpan Kiwi delivery and a little special Shatford sauce and it ended up pretty great.”Directed by Damien Shatford from Sweetshop, the integrated campaign launches this week in Australia and New Zealand across, TV, outdoor, social, online and in-store.
Campaign Credits:Client: MacpacManaging Director: Cathy Seaholme Acting GM of Marketing: Maria Glass Creative Agency: The Monkeys, part of Accenture SongChief Executive Officer: Paul McMillanChief Creative Officer: Ant KeoghChief Strategy Officer: Michael DerepasStrategy Director: Dave CollinsCreative Directors: Hugh Gurney & Joe SibleyNational Head of Production / Producer: Romanca MundreaProduction Coordinator: Genya MikGroup Account Director: Vicky MocklerAccount Director: Ella Goldberg & Jenny McLarneyAccount Manager: Grace Tenaglia Media Agency: OMD Production Company: SweetshopDirector: Damien Shatford Producer: Katie Kempe Managing Director/Executive Producer: Edward PontifexExecutive Producer (AUS): Greg FysonExecutive Producer (NZ): Ben Dailey & Kate RoydhouseDOP: James BrownEditor: Simon PriceColourist: Matic PrusnikOnline/VFX: Stuart BedfordSound House: Squeak E Clean StudiosSounds Design: Paul LeCouteur & Ceri DaviesPhotographer: Vaughan Brookfield Retoucher: Dave Mercer Stills Producer: Katherine Muir
