RAB – THE MOUNTAIN PEOPLE
–––––––––––––––––––––––––
THE BRIEF
Reposition RAB to broaden its appeal beyond hardcore climbers and give them a distinctive point-of-view in the crowded outdoor sports category.

THE STORY
Took inspiration from the sense of shared endeavour found at all levels within the climbing community, creating a new brand platform to deliver a campaign that rebooted the brand as a kindred spirit.
––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––––
#BrandRepositioning #BrandFilm #Press #Digital #InStore #Event

–––––––––––––––––––––––––