PIERRA MENTA

JULBO

5-day live social media coverage during an international ski-mountaineering event.

With many of their sponsored athletes racing ski-mountaineering events every year, Julbo had never before organised any particular coverage during the sport’s most legendary race. For the Pierra Menta 2023, the world summit of ski-mountaineering, they wanted to celebrate the race with a high-profile campaign.

To bring this unique event to life for the brand’s community, we came up with a concept based on a dedicated graphic charter, designed to give the campaign a strong, distinctive identity. These guidelines were then used throughout the 5 days by our photographer and social media manager to tell the story not only of the race itself, but also of the side events and the local traditions of Arêches-Beaufort.

Exclusive content, insider race footage, interviews of athletes and organisers, daily athlete introductions and impressive action shots made up the 18 posts and 92 stories published during the week. The campaign was widely seen by the ski touring community and had a direct impact on the Julbo’s sales.