What they were up against

Marmot®, owned by Newell Brands, is a global designer, developer, marketer and retailer of high-performance outdoor apparel and equipment. Its core values of People, Product, Planet represent its commitment to innovation, quality, authenticity, community and sustainability. In March 2020, the world was plunged into a once-in-a-century pandemic, and Marmot was faced with a new reality. Everyone had to stay home. No hikes. No climbs. No camping trips. And Marmot wanted them to stay home, but they also didn’t want to be forgotten.

What does an outdoor lifestyle brand do when everyone is told to stay home? They engage, entertain and inspire the people at its core; avid outdoor enthusiasts. They provide a cure for the cooped-up because everyone needed shared adventure that they could experience together, while apart.

What we did to help

We created Adventure in Place. A hashtag, a logo mod, a social campaign and a philosophy in support of a global shelter-in-place order while still engaging the soul of adventure. To kickoff the movement, Marmot’s signature logo mountains were modified to become a cozy cabin for the long Spring inside. At the same time, we introduced #AdventureInPlace, a social handle that inspired Marmot’s athletes and influencers to show fans what they were doing to explore the indoors. And fans responded by upping the ante. Camping in the living room, Bouldering the cabinetry, ascending Mount Stairwell. A whole world of adventure was happening indoors on social media.