The wellness retreat trend seduces with its promise of restorative calm and revitalising therapies. Outdoor brand, Mammut, is having none of that comfort. Its Unwellness Retreat takes the wellness trend in an entirely different direction.
The campaign by Small Giants takes three wellness creators to Chile for a “mountain makeover” – a series of gruelling mountain challenges, led by mountain guide, Spencer Harkins. At the Unwellness Retreat, familiar wellness therapy “finding balance” becomes high-lining, “stretch and recover” becomes ice climbing and plunging into freezing water, and a “trust fall” is a real search-and-rescue mission.
The 60-second hero film will be followed by an episode series, also produced by Small Giants.
The campaign all also extend to real-life Unwellness Retreat brand activations. In a mid-October, for example, participants will sleep in portaledges suspended 200 metres above a river at the Verzasca Dam in Ticino, Switzerland.
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