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Play Harder

Abseilen / bergbeklimmen voor Garmin campagne Play Harder

Abseilen / bergbeklimmen voor Garmin campagne Play Harder

Adventure, closer to home

For the Dutch launch of Garmin’s new fēnix, we turned outdoor advertising into an outdoor adventure. A roadside billboard became an urban summit, bringing the Play Harder mindset to a place most people simply drive past.

Garmin Fenix 9 Campagne Play Harder

Garmin Fenix 9 Campagne Play Harder

Seeing more in the everyday

The quickest route. The easiest option. Garmin’s Play Harder platform invites people to step outside their routine and find adventure in their everyday surroundings. Our challenge was to bring that mindset to life with an unexpected idea that would make people look twice.

Go where the
everyday ends

3.1 CA 2026 Social post Garmin_linkedin

Garmin Website CS_6

Garmin Website CS_6

Making our own mountain

The Netherlands is famously flat. But there’s no shortage of billboards. So we transformed a roadside billboard along the A12 into an urban summit, with a real alpinist abseiling down its mountain face. Outdoor advertising, taken literally.

A familiar place, seen differently

The campaign deliberately plays with perspective. Up close, the campaign film makes it look like the alpinist is abseiling down a steep rock face somewhere out in the wild. As the camera pulls back, you discover it’s a roadside billboard along the A12 in the Netherlands. Through the film, social content and behind-the-scenes footage, we show that adventure is closer than you think. Find more ways to Play Harder.

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