Klättermusen – advertising campaign

Poster campaign for the outdoor brand Klättermusen at highly visible locations – meeting outdoor enthusiasts in their everyday lives.

About Klättermusen

Klättermusen is a Swedish outdoor brand with roots in Umeå/Åre in the mid-1970s, where a group of climbing enthusiasts started a small workshop for climbing gear that grew over time into an international outdoor brand. Since 2013 the company has been owned by the investment company Scope, with headquarters in Åre, and today has a turnover of just over SEK 300 million, of which exports – with Asia as a particularly strong market – account for 75 per cent. Klättermusen has built its reputation on a clear philosophy: combining usability with extreme durability and minimal environmental impact, with in-house developed materials and solutions where every detail has a purpose. That work has been rewarded many times, most recently with three Gold Awards and a Sustainability Achievement at ISPO 2020, making the brand an obvious choice for climbers, hikers, skiers and other outdoor people who value performance as highly as environmental responsibility.

The campaign

StreetPromotion created and ran an advertising campaign for Klättermusen with the aim of reinforcing the brand’s position as one of Sweden’s most respected outdoor brands, right in the urban environment. Through strategically placed posters at highly visible locations we met adventure and outdoor enthusiasts in their everyday lives – in keeping with the brand’s clean, function-driven visual identity and its clear connection to nature, sustainability and performance.

Result

The campaign helped strengthen Klättermusen’s visibility in public space and anchored the brand’s position as a premium, sustainability-driven outdoor brand among an audience that already lives the active outdoor life the brand represents.