Sir Edmund Hillary, the first man to climb Mount Everest, is a national icon in New Zealand. In honour of his legacy, the Hillary family and Smartfoods created a line of nutrient rich, breakfast foods.
The product launch needed to be extraordinary so we created an experience where people could get a taste of adventure, along with the new product. We built a nine metre climbing wall right in the heart of Auckland's busy Aotea Square. We invited the public to scale the wall and once at the top, enjoy the view across the city along with a taste of the Hillary range.
‘Breakfast on Top of the World’ was covered live on TVNZ Breakfast Television. Over four days, there were nearly 600 climbers, 4100 samples distributed and more than 20,000 people exposed to the brand.
Agency: Colenso BBDO
Creatives: Christabel Spong, Erin Gulyas, Misa McConnell and Terry Williams-Willcock