Macpac: This is a bit precarious

The campaign showcases Macpac’s high-quality and dependable gear by dangling a trio of unfazed hikers from the edge of a cliff.Says Maria Glass, acting general manager of marketing, Macpac: “Macpac gear is designed and tested by some of New Zealand’s best alpinists in some of the world’s toughest environments, so it’s great to demonstrate this in such a distinctive and memorable way.”

Says Joe Sibley, creative director, The Monkeys Melbourne: “We wanted to show just how durable and reliable Macpac gear is, in a way that people couldn’t ignore.”

Says Hugh Gurney, creative director, The Monkeys Melbourne: “We watched Cliffhanger, and Cliffhanger 2 (2 Cliff, 2 Hanger) and realised cliffhanger moments are called so for a reason — you can’t look away. So, we just added a Macpac jacket, some deadpan Kiwi delivery and a little special Shatford sauce and it ended up pretty great.”

Directed by Damien Shatford from Sweetshop, the integrated campaign launches this week in Australia and New Zealand across, TV, outdoor, social, online and in-store.