Digital Campaign for Black Diamond.

The Project. Black Diamond wanted to inspire climbers from Germany to come to the climbing paradise of Tyrol — in order to do this, they decided to give away climbing tours in the region.

The approach. Nothing beats touching the real Tyrollean mountains with your own hands. This feeling is the core of the campaign. In German climbing halls, real stones from the rockfaces of Tyrol were handed over to climbers. The aim was to give a taste of what it would feel like to climb in Tyrol, as compared to the synthetic holds of the climbing hall. The stones led to the website feelthereal.de, where people could upload their best climbing photos for a chance to win a climbing tour in Tyrol. The best four photos will be selected in fall of 2018.

The numbers. 608 Participants*. 4 Winners. 1 Experience.

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