How could you not love a campaign that challenges flat Earthers to adventure outdoors and “prove it” by finding the edge of Earth? The campaign is by adam&eveDDB. The client is Columbia Sportswear. And the challenge is housed in a tongue-in-cheek open letter and a video promise by Columbia Sportswear Company CEO, Tim Boyle, to hand over everything the company owns if they can prove the Earth is flat.
Expedition Impossible is a provocative, left-of-centre way to underline the brand’s rugged sportswear – with the added bonus of having viral potential. A reminder that the brand builds gear tough enough for any journey, even one aimed at the world’s imaginary edge. The letter was posted in The New York Times and across Columbia Sportwear’s social channels.
The letter reads, “This is a message to Flat Earthers. I’ve seen your manifestos, admired your diagrams, watched you stand proudly on your, well, flat ground. So here’s the deal: it’s time to put your map where your mouth is.
“Introducing Expedition Impossible, our boldest challenge yet. Our gear is built to handle anything. So I’m inviting you to do what no one in history has ever done: find the edge of the Earth.
“If you actually find it, snap a photo, send it to us and you won’t just have bragging rights. You’ll have everything owned by the company.* All of it. The mannequins, coffee machines, snowshoes, toboggans, office plants, even the taxidermy beaver in the cafeteria. All yours.
“Just one thing, wear Columbia gear. It’s warm, waterproof, and tough enough for pretty much anything, except maybe falling into the abyss. Consider this your disclaimer. I will not be liable for sunburn, dizziness, existential crises, or unplanned meetings with the edge of existence. Good luck out there. I’ll be right here, keys in hand, waiting. Flatly yours, Tim Boyle.”
Adding to the inherent viral potential is activity poking fun at celebrity Flat Earthers and conspiracy communities online. Columbia will join the conversations on Reddit posts and comments sections on YouTube and social media.
The campaign builds on adam&eveDDB’s Engineered for Whatever brand platform for Columbia Sportwear, and is part of Columbia’s first major repositioning in more than 10 years.
Credits:
Client: Columbia Sportswear
Client Team: Joe Boyle, Matt Sutton, Jeramy Sewer, Chris Araujo, Cerissa McFarlane, Andy Nordhoff, Caroline Digilio, Taylor Doane & Vladimiri Popov
Creative Agency: adam&eveDDB
Chief Creative Officers: Ant Nelson & Mike Sutherland
Creative Directors: James Crosby & Will Cottom
Creatives: Jeppe Vidstrup & John Trainor-Tobin
Head of Production: Sally Pritchett
Producer: Kurt Bailey
Chief Executive Officer: Miranda Hipwell
Managing Partner: Fraser Thomson
Account Team: Freya Schofield, Sarah Hill & Amy Holden
Planners: Alex Scott-Malden & Oscar Beach
Legal Team: Candice McLeoud & Tom Cambell
Project Director: Andrea Kenyon
Business Affairs Manager: Danni Rouse
Head of Design: Scott Silvey
Studio Manager: Rob Wallis
Artworker: Dave Callow
Production Company: Smuggler
Director: Benji Weinstein
Head of Production: Daisy Mostyn
Producer: Manny Caston
Director of Photography: Joe Meade
Post Production & VFX: 1920
VFX Supervisor: Weronika Holak
Colourist: Oliver Banks Thompson
Producer: Molly Russell
Coordinator: Brooke Mowat
Editing: Cut + Run
Editor: Sean Stender
Producer: Ivy O’Mahony
Sound: Factory Studios
Sound Designer: Andy Isaias
Sound Producer: Olivia Endersby
Music: Siren
Music Supervisor: Sian Rogers
