Challenge

RAB was looking for a new angle. One that would lead them away from the same clichéd world that almost every other outdoor brand existed in. We found it for them.

Narrative

Rab Carrington told us that the greatest thing he’d ever got from climbing was friendship. We ran with this idea. It was simple, yet entirely different from the typical, solitary, man vs nature narrative that most outdoor brands represent.

Telling It

We created a two-minute brand film, ‘The Mountain People’, which captured the authentic, adventurous camaraderie between true mountaineers.

Success Story

RAB adopted their new brand positioning in markets around the world.