Columbia Sportswear / USA / 2025PR Stunts
Expedition Impossible.
Columbia dared Flat Earthers to find and photograph the edge of the world, offering the company itself as the prize.
- Brand
- Columbia Sportswear
- Agency
- adam&eve\TBWA
- Market
- USA
- Region
- Global
- Year
- 2025
The challenge
Columbia wanted advertising bold enough to be remembered.
The idea
A New York Times open letter from CEO Tim Boyle, a hero film, billboards and social posts set out the challenge. A real company was set up and stocked with assets as the prize for anyone who could prove the edge exists while wearing Columbia gear.
Results
- Around 10,000 comments and 15,000 shares on the videos
- Submissions still arriving weekly six months after launch
Case study source: Activation Ideas Source ↗
