Expedition Possible. 

Columbia Sportswear’s audacious ‘Expedition Impossible’ activation may not have found the edge of the Earth, but it certainly managed to track down plenty of Lions in Cannes last week. The playful activation, which challenged flat Earthers to find the edge of the Earth to win the company, was the best-awarded campaign of the entire festival!

Here’s the final tally:

• Dan Wieden Titanium Lion

• Grand Prix in Brand Experience & Activation

• Two Gold Lions in Direct and PR

• Three Silver Lions in Social & Creator, PR & Direct

• Three Bronze Lions in Social & Creator, PR & Brand Strategy

Our very own CCO Ant Nelson said of the wins: “Winning at Cannes Lions is an incredible honour, but the journey to get here has been even better. The wins are only possible thanks to true collaboration with our phenomenal partners at Columbia Sportswear, who consistently bring a galvanising level of creative bravery to the table, trusting us to push the boundaries of their category and our industry.

“The wins are also a testament to the relentless brilliance of our agency teams and the world-class production partners who helped shaped ‘Expedition Impossible’ – huge thanks to everyone who helped bring to life the spirit of the brand in such an entertaining way. We can’t wait to show you what’s next.”  

“It’s a privilege to work with our brilliant clients, agency teams and production partners to help bring the world’s best outdoor brand to audiences in increasingly creative (and bonkers) ways.”

Now on to the next adventure.