Icebreaker: ICEBREAKER - GET THE TATRA MOUNTAINS BACK

Credits & Description:

Advertiser: ICEBREAKER
Agency: JANDL
Category: Best Use of Music and/or Sound Design
Advertising campaign: ICEBREAKER - GET THE TATRA MOUNTAINS BACK
Creative Director: Pavel Fuksa (Jandl Bratislava)
Copywriter: Peter Hanousek (Jandl Bratislava)
Copywriter: Samo Marec (Jandl Bratislava)
Copywriter: Adam Rovny (Jandl Bratislava)
Associate Creative Director: Eugen Suman (Jandl Bratislava)
Art Director/Designer: Ivan Holic (Jandl Bratislava)
Art Director: Matus Nemcik (Jandl Bratislava)

Relevancy
Icebreaker is one of the world's leading mountaineering equipment manufacturers in the world. In Czech Republic, with no mountains to call their own, the challenge was to attract the attention of those passionate about mountaineering, but without a big budget. How do we talk about mountains and mountaineering in a country that has no mountains?

Execution
1. We recorded the documentary2. We submitted it to the following festivals:Mezinárodní horolezecký filmový festival Filmový festival zimních sportůTourfilmMezinárodní festival outdoorových filmů Outdoor Film Festival RajbasFestival dobrodružných filmov Horyzonty Slovakia Expediční kamera 3. It has been screened by all, and even won Special Recognition Award at Filmový festival zimních sportu4. Czech National TV got interested as a result of that and aired the documentary in its entirety

Effectiveness
Here's the list of places it has been screened at, with a total media cost of zero:* Mezinárodní horolezecký filmový festival * Filmový festival zimních sportů* Tourfilm* Mezinárodní festival outdoorových filmů * Outdoor Film Festival Rajbas* Festival dobrodružných filmov Horyzonty Slovakia * Expediční kamera * Czech National TelevisionHere's the estimated media value (based on rate-cards) won with zero costs:More than 800.000 EUR**This value represents the media value of 30 minutes of advertising on Czech Television. We can't know for sure what the media value for the Festivals screening is, as those festivals don't accept advertising. The final value is definitely much more than 800.000 EUR, but we have no way of knowing the exact sum.

Strategy
We knew that we needed to do something news-worthy if we wanted the free media space. We took a look at history, and found a very interesting story. Comenius was a Czech personality who died in Holland, and the place he died in was given to Czech Republic to be Czech territory. We used this historical example and sent a guy to die in the Tatra Mountains so that Czech Republic will get the Tatras back. That was the premise of the documentary, and it definitely caught the attention of all. The catch is that the hero is wearing Icebreaker clothes - so he is unable to die on the mountain, the clothes are that good.

Campaign Description
We are Icebreaker, one of the world's best mountaineering equipment manufacturers.We've created a documentary that was, in reality, just a big ad, about a guy who wants to die in the Tatra mountains, in Slovakia, so that Czech Republic gets the mountains back. After Czechoslovakia split at the fall of communism, the Tatra Mountains remained in Slovakia, and Czech Republic was left without any mountains to call their own.The guy goes to the Tatra Mountains but, surprise surprise, he can't die on the mountain. Because he's wearing Icebreaker equipment.We finished shooting the documentary and just submitted it to different documentary and film festivals, not mentioning it's actually an ad.The documentary made a splash, won awards, was screened everywhere.The big win? It was aired on Czech National Television, again without them knowing it was an ad. You can clearly see the Logo of the company, the hero talks about how the clothes are so good, so on and so forth.Zero media costs, big media wins. Since the subject was so interesting for Czechs, it increased awareness of Icebreaker clothing and also increased sales.

Client Brief Or Objective
We needed our target, people passionate about mountaineering, to know how good Icebreaker equipment really is. We needed awareness. But we had a very small budget.