World’s Most Remote Pop-Up Appears On A Cliffside In Colorado

World’s Most Remote Pop-Up Appears On A Cliffside In Colorado
Advertising

The suspended shop handed out gear to passing climbers

Lauren Kirkwood
  • 8 september 2017

Extreme climbers at Eldorado Canyon in Colorado were recently treated to a sight they almost certainly haven’t experienced on a climb: the world’s most remote pop-up shop, which appeared on a cliffside complete with gear and clothing they could make use of while climbing. The idea for the shop came from creative agency Work In Progress, which partnered with material goods company 37.5 Technology to bring the concept to fruition.

The pop-up stop, which was mounted on the cliff’s famous “Bastille Wall,” featured a single employee who was tasked with handing out clothing such as socks and sweatshirts to about 70 climbers who encountered the unusual addition to the cliffside. The gear was designed to help climbers keep cool and dry on their trek.

The two-day campaign was not simply a marketing stunt, however. 37.5 Technology made donations to the Access Fund, a Boulder, Colorado-based organization, and the American Alpine Club to support those organizations’ efforts to provide access to public lands for rock climbers. The company also donated $100 to the Action Committee for Eldorado for every climber who stopped to visit the shop.

“Because they’re a dime a dozen—they’ve become an ad trope—how do you really do something so extreme and unusual and fitting for the brand that it gets noticed,” Matt Talbot, Work In Progress creative director, told Adweek. “We had to push it, and the client had to support it.”

Work In Progress | 37.5 Technology

Extreme climbers at Eldorado Canyon in Colorado were recently treated to a sight they almost certainly haven’t experienced on a climb: the world’s most remote pop-up shop, which appeared on a cliffside complete with gear and clothing they could make use of while climbing. The idea for the shop came from creative agency Work In Progress, which partnered with material goods company 37.5 Technology to bring the concept to fruition.

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