Mountain Radio
"I think new landscapes and cultures are the main inspirations for my work, from abandoned towns in the Arctic Circle and Icelandic volcanos, literary trails in Buenos Aires to the woods in remote islands in Japan - vastly differing scenes on the planet is what drives and moves me the most."
Results
10
point increase in brand recall
1.6m
impressions via WeTransfer
3m+
impressions via Spotify
700,000
Londoners reached on Carnaby St via DOOH
Brief
Merrell and Size? hooked up once again to support Merrell’s lifestyle collection for SS23.
The campaign required the agency to tap into cultural relevance amongst the Size? audience whilst maintaining Merrell’s outdoor authenticity.
Focusing on Manchester, London and Liverpool, we navigated Merrell through the world of electronic music – soundtracking journeys from the city to the outer reaches of the countryside.
The idea
We dialled Merrell into a new frequency and tuned into Mountain Radio, a campaign that explored the relationship between electronic music and the outdoors.
Delving deeper into this connection, Mountain Radio hooked up with a couple of emerging talents in the British electronic music scene to uncover how the outdoors informs the composition of their music.
Donning the latest Merrell silhouettes, the DJs composed soundscapes that documented their trips from the intensity of the city to the serenity of the wild.
The campaign was amplified through paid social, digital OOH, Spotify, WeTransfer and in-store activations in Manchester, Liverpool and London.
