The adventure economy growing at a rapid rate with millennials investing more of their time and money on hiking, trail running and climbing than ever before. European city’s offer great facilities, gyms and clubs to meet like-minded people where you can learn and develop.
BIGGER were asked by The North Face to develop a festival-concept that encapsulates the spirit of discovery and adventure in the most natural environment possible. Leave normal behind and join your fellow explorers for a journey through natures playground.
When we were first briefed on this project in 2016 our main business was focused on activating drinks brands at UK music festivals, to be asked to create a new festival for one of the Worlds leading sports brands was a nice challenge to have.
BIGGER worked in tandem with The North Face on the experiential strategy including creative, promotion and digital planning to drive ticket sales.
We found the perfect location for the first two festivals, a valley in Switzerland based at the foot of the iconic Eiger. Famed for its outstanding natural beauty earing it UNESCO protection, Lauterbrunnen proved the perfect host for the 3 day celebration of the outdoors.
The Mountain Festival has now run for three years in two different valleys and hosted over 5,000 guests from over 26 different countries.
Climbing, trail running and hiking activities took place day and night in the mountains for attendees to enjoy, all of which were led and supervised by World famous athletes (all The North Face sponsored).
The ‘basecamp’ was created using a series of wooden geodesic domes which housed reception areas, dining spaces and stage space for music, inspirational talks and workshops. Playful art installations and campfires were dotted around the festival to encourage people to enjoy the outdoors.