Saatchi & Saatchi created a campaign for Toyota’s Rav4 that included a contest, a street event, and a live 100’ vertical climbing wall spanning over two billboards in New York City.
The challenge for Atomic was to develop in tandem with a world-class climber, a usable climbing path that would wind across a rock wall image and would bridge between the two billboards. Important to the plan was keeping in mind the safety of the climbers as well as the spectators on ground level. Five climbers scaled the wall 10 hours a day, for three days during the Auto Show. Needless to say, the live climb created a lot of social media buzz.
The client and lead climber joined us in the shop to help finalize the placement of the hand holds in the climbing path to make it challenging for the professional climbers and also possible for the winning amateur climber.
This project won a Bronze Obie Award in 2017.