Klättermusen: The Pioneer's Route

The goal was to showcase the brand's commitment to both durability and environmental responsibility through compelling storytelling, leveraging the company's heritage in the outdoor recreation industry. By creating the documentary Pioneer's Route, the objective was to communicate Klättermusen’s values in a way that resonates with both seasoned mountaineers and the next generation of freeriders, all while generating PR coverage and producing content that could sustain long-term engagement on the brand's own channels.

The challenge presented was to create a campaign that effectively communicated the brand’s core values of durability and environmental responsibility in an engaging and relevant way for both seasoned adventurers and a younger, freeriding audience

We let a mountaineering pioneer visit the same mountains and glaciers he explored 45 years earlier. In the short format documentary Pioneer's Route, we follow Gudmund to Sylarna on the Swedish-Norwegian border. He tells his story and how nature and equipment have changed over the past half century. He is accompanied by his daughter and her friends who are professional freeriders. So we were able to talk about quality and durability woven into an exciting and beautifully told story.

Through a well-planned production with a small team, we were able to create stand-out content that could generate PR in outdoor publications, while rolling out the campaign on paid surfaces in shorter formats. The campaign was featured in Hypebeast, the world's most prestigious lifestyle magazine, and screened at the Kendal Mountain Festival and London Mountain Film Festival. But perhaps most importantly, it provided Klättermusen with interesting content for 100 some posts and an entire season on their own channels.