As a brand, Mountain Equipment have a proud heritage, world class product and faultless authenticity.
Joe Public were asked to give the brand a voice without losing any credibility. The job was to build emotional appeal on top of their
solid rational product offering. This was achieved by getting to the heart of what makes climbers tick.
The last two launches to the trade have been Mountain Equipment’s most successful to date and the newspapers produced for the UK market have been translated into several different languages by European distributors who felt the urgent need to get these messages out
to the consumer.