Columbia Sportswear has unveiled a new campaign asking Flat Earther to find the edge of the earth.
Titled ‘Expedition Impossible’, the marketing drive consists of an open letter by the firm’s CEO, Tim Boyle. Published in The New York Times and across the brand’s social channels, the letter asks conspiracy theorists to find the Earth’s end.
And anyone who manages to do so will be gifted with the company’s assets.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
In his letter, Boyle said: “This is a message to Flat Earthers. I’ve seen your manifestos, admired your diagrams, watched you stand proudly on your, well, flat ground. So here’s the deal: it’s time to put your map where your mouth is.
“Introducing Expedition Impossible, our boldest challenge yet. Our gear is built to handle anything. So I’m inviting you to do what no one in history has ever done: find the edge of the Earth.
The outdoorwear company has also launched a campaign spot starring the CEO, explaining the challenge. It builds upon its brand platform, ‘Engineered for Whatever’, devised by adam&eveDDB.
