The challenge was to create an outdoor experiential advertisement that was to remain consistent with previously made Herschel print ads. Using the same insights, main message, and big idea I developed an integrated campaign. Going off of the big idea that Herschel backpacks are "Built for Adventure" this outdoor experiential advertisement was invented.
I wanted this outdoor advertisement to give the consumer an experience that substantiated the big idea behind the product. It was important that the outdoor experiential advertising proved that the product is actually "Built for Adventure."
I wound up inventing chair lifts that are made from life-size backpacks. These customized Herschel backpack chair lifts would occupy ski mountains across the country and would show how the product has the ability to literally brace you on your skiing adventure. At the same time, the chair lifts demonstrate the main message that the backpacks are extremely durable.