MAMMUT chooses Pubblimarket2 for global launch of Photics
MAMMUT, one of the world’s oldest and best-known manufacturers of mountaineering equipment, has appointed Pubblimarket2 to ideate and run the global launch of Photics, a revolutionary new garment designed exclusively for urban living.
The Photics jacket is totally cutting-edge: it is, in fact, the first down jacket in the world to be 100% waterproof, thanks largely to its patented Laser Fuse Technology™ which enables the two outer layers of fabric to be bonded together, thus eliminating seams and preventing any loss of down.
With this jacket, MAMMUT has transferred its years of experience in making clothing tested in the most extreme situations during expeditions to the most remote parts of the planet, to an urban setting, to meet the most hostile weather conditions that may be encountered in town.
The creative concept developed by Pubblimarket2 to advertise the technical properties of Photics was initially formatted for an AD campaign and launch video, and subsequently adapted for release on the website and social media. The key message chosen as the launch campaign headline was “Hot tech for cold and wet days”, and the ad’s creativity lies in the way the quality and technical benefits of Photics are evoked through the use of graphics and evocative images that illustrate both the product’s main features and the context in which it is used. The video, on the other hand, is structured around a continual parallelism between some of the most extreme and adverse weather conditions to be found in the outdoor world that MAMMUT belongs to, and the most severe conditions that one may encounter in a city. Close-ups of some of the product’s details highlight the jacket’s high-tech features without neglecting its more fashionable street-style aspect.
Pubblimarket2 was therefore responsible for defining the content and creative concept for the Photics launch as well as managing and coordinating the entire video production and photo shoot: this involved a film crew of 15 people over the five days of production, including 3 in the studio – to shoot photos and close-ups of the product – and 2 days outside on location, in Milan and Cortina, where the necessary weather conditions were recreated.
Photics was launched in the winter of 2019 with an initial limited edition of 500 items, available exclusively on-line, which sold out within the span of a few days. For the FW 20/21 season, the Photics range will include both men’s and women’s wear, and Pubblimarket2 has been appointed to produce a more extensive video this time, showing the entire collection. The new video will be published at the beginning of the coming autumn/winter season and, as before, can be seen on the MAMMUT website and social networks.