Year: 2013 – 2014
Nine out of ten people on Everest use bottled O2 and guidance, statistics say, so they are rather tourists than climbers. The general audience, mass-media and sponsors hardly know the difference between the high-altitude tourists and pure climbers. The risks that each of these categories take on the mountain are different, the summit successes they claim are two completely separate stories, and so is the impact they produce on the natural environment.
In the spring of 2014, Romanian-born Horia Colibășanu, atop of seven 8,000-meter peaks to date, had planned to climb Mount Everest, Northridge (8,848m), without artificial oxygen and Sherpa support*. We kicked off a teasing campaign to draw people’s attention to pure climbing. Horia’s central key-message was: “I can breathe without oxygen”.
It was a ten-month job, including the campaign around the expedition storytelling.
*Nobody was able to reach Everest summit without supplemental oxygen in 2014, due to strong winds.
- Content development
- Expedition film production
- Key Messages
- Project management
- Sports marketing