La Sportiva
Most Americans say they don't get enough adventure in their lives. Outdoor apparel companies tell them real adventure can only be found in the Great Outdoors. But most Americans live in cities and suburbs and simply want a little more excitement in their day-to-days. So La Sportiva will buck the trend and bring adventure (and monsters + buried treasure*) to their doors with the "Explore the Great HERE" campaign.
*Hell no that ain't a typo. Read more below...
Campaign materials will emphasize taking the time to find adventure in your day-to-day life.
Meanwhile, grassroots La Sportiva activations will BRING adventure to the people with one-of-a-kind experiential events that will position La Sportiva as THE brand for urban adventures. Events such as...
Using planted news stories, grainy CCTV footage, prop magic and more, La Sportiva will fake the capture and escape of an Italian mountain monster into a major U.S. metropolis. Urban adventurers will be tasked with capturing it before the city is overrun!
What does the Great Outdoors have that cities don't?
Mythical creatures!
Well not anymore.
You think I'm joking with this idea, but I'm not.
Here's the TIMELINE OF EVENTS.
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Read it... if you dare.
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Or if you have more than three minutes.
1 city + 7 hidden treasures + $50,000 prize = a weekend to remember
On an innocuous Friday morning, a giant bronze map will appear in the middle of a U.S. city street. It will contain clues as to the whereabouts of the fabled treasure of Hereberdo LaSportiva; a lost (and fictional) 16th century Italian explorer.
Contestants will have one weekend to find the map's seven hidden treasures (AKA gilded La Sportiva ads) before they disappear forever. But searchers be forewarned...
The treasures will be hidden in the most remote parts of the city. So contestants better be ready to climb, swim, run, tunnel, get high, get low, and get dirty, if they want to bring home the $50,000 prize.
