Basecamp UTMB® 2022


Design, set up and management of a B2C campaign during the UTMB® week.

Merrell approached us to come up with an innovative and distinctive action plan to raise their profile during the UTMB week in Chamonix. We recommended reserving a private area 100m from the finish line and turning it into a base camp that was open to the public free of charge throughout the week. The aim was to create a friendly, lively environment with a packed programme including morning runs, product testing, a smoothies bar, sports massage, a showroom, a photo exhibition, podcasts, a vernissage and evening drinks.

To ensure that the campaign’s digital and on-site messages were consistent, we created a graphic charter that was used on all visuals and to set the scene for the entire venue, creating an intimate and coherent atmosphere.

Action plan proposal
Creation of a dedicated graphic charter
Design of a dedicated brand space
Management of customer activations


Project management
On-site presence
Graphic design
Content creation

Trail Running

Project duration
20 days

Assignment status


350 Basecamp visitors
70 guests at the vernissage
220 participants in the Merrell Quest
3 live podcasts

The challenge was to attract people to the Basecamp so we could spend some quality time with the consumers and stand out from other brand activities during the week. Our solution? A Merrell Quest treasure hunt. Invited by two of our hosts, visitors had to complete a fun route through the town, with Basecamp as their final stop (with gifts and rewards at the end). This concept really made the brand stand out in its first year at the UTMB®.