Swiss outdoor sports brand Mammut is disrupting grey London days with projections designed to encourage consumers to escape the city.

Created by Dept, the campaign is aimed at dormant and new mountain enthusiasts. Taking to the heart of the city, the work has been created to encourage consumers to embrace the outdoors.

Mammut has long been a brand which has blurred the lines between streetwear and mountaineering.

This positioning has driven the campaign's placement in the city environment where streetwear brands thrive. The strategy is designed to signal that the brand doesn't agree with the direction the industry is taking, it will always stay true to its roots, stay above the treeline, and will never sell out.

The campaign included a take over of Granary Square in Kings Cross with 3D projections that transported passers-by from the urban landscape to the great outdoors. The immersive stunt, created and produced by global digital agency partner Dept, was designed to prove that Mammut is not a streetwear brand, by highlighting its roots in mountain sports.

As the daylight was fading, buildings transformed into rugged cliff faces as a climber navigated the challenging terrain; audio guided the audience with a score that took people from the rhythmic noise of the city to the serene sounds of nature. At the base of the projection sat an authentic basecamp experience, transporting the public to the mountains where they could experience the brand's offering whilst gearing up on expert advice from mountain guides of the Mammut Mountain School.

Nic Brandenberger, Chief Marketing Officer, Mammut explained: “Mammut has never been a streetwear brand and has no plans to be one. We are a brand for those who look for connection, adventure, and thrills in the outdoors and that seek growth in the mountains.”

Bel Moretti, Creative Director at Dept, added: “We are reinforcing Mammuts commitment to the mountains, its community standing up against inertia everywhere. It’s a celebration of authenticity in an ever-shifting world.”

The experience was amplified with an influencer marketing campaign. In addition, a wider social campaign is promoting the opportunity to win a real life mountain expedition.

By taking the mountains to the city the brand is authentically using its difference as a brand differentiator.