Challenge

Cape Union Mart was losing market share on its flagship K-Way jackets as consumers opted for cheaper knock-offs that claimed similar performance.

Solution

We created The Most Extreme Fitting Room in the World, installing a changing room on Matroosberg, the coldest place in South Africa, where temperatures reach −15°C.

Consumers intercepted through programmatic targeting were invited to test the jacket in the only fitting room that truly matters: real winter conditions.

Result

A powerful demonstration of the jacket’s technical performance, turning a simple product trial into an unforgettable brand experience.

Role
Creative Direction · Art Direction · Concept Development