37.5 Technology: 37.5 Technology

Credits & Description:

Brand 37.5TECHNOLOGY
Entrant WORKINPROGRESS BOULDER
WORKINPROGRESS Boulder, USA Entrant Company
WORKINPROGRESS Boulder, USA Idea Creation
SHINE AND POLISH Denver, USA Production
SHINE AND POLISH Denver, USA PR
Matt Talbot WorkInProgress Chief Creative Officer
Andrew Lincoln WorkInProgress Chief Creative Officer
Stephanie Kohnen WorkInProgress Creative Director
Jimmy Rosen WorkInProgress Art Director
Stafford Bosak WorkInProgress Executive Producer
Evan Russack WorkInProgress Account/Strategy
Alex Guerri WorkInProgress Account/Strategy
Harold Jones WorkInProgress Technology Lead
Pete Sheinbaum WorkInProgress Business Affairs
Implementation
We took the common marketing trope of popup shops to new heights by opening a popup shop on the side of the cliff, 300 feet in the air. Only experienced climbers could reach the shop and have a chance to upgrade their gear to clothing with 37.5 Technology, better preparing them for the difficult climb remaining. It was and is the World’s Most Remote Popup Shop.
Entry Summary
37.5 Technology is called an ingredient brand. Like Gore-Tex, 37.5 Technology makes high-tech fabrics used by athletic clothing makers to improve the performance of their clothing.
Rock climbing is a sport where performance and stamina are a matter of life and death. Also, given the high altitude and remote location, rock climbing sites experience dramatic changes in weather. As a result, climbers need clothing that helps regulate their body temperature, so to help get them the right gear when they need it most, we opened a popup shop in a very unexpected location—300 feet up on the side of a rock wall, along one of the most famous and challenging climbing routes in Colorado.
Brief Explanation
For 37.5 Technology, maker of high-tech fabrics for brands like Adidas and Carhartt, we opened the world’s most remote popup shop on the side of a cliff, 300 feet in the air. Rock climbers making their way up this notoriously difficult climb in Colorado could upgrade their apparel mid-climb to help them better handle the strenuous activity and extreme condition changes ahead.
The Cliffside Shop was open for two days, from sunrise to sunset, on a famous climbing route in Colorado. It was manned by an actual 37.5 Technology employee and stocked with clothing from Adidas and Rab featuring 37.5 Technology.
Climbers and spectators experienced the Cliffside Shop firsthand, but the two-day activation was also filmed to create three pieces of video content used across YouTube, Facebook and a programmatic buy and for PR outreach.