MIZUSAWA DOWN
Client
DESCENTE
Idea
Mizusawa Down is high-performance outerwear designed to keep wearers warm in harsh conditions of extreme cold, rain, and snow. Its performance comes into its own in severely cold environments. Yet, summer is when consumers typically start seriously considering their fall and winter wear, making it difficult for the brand to demonstrate Mizusawa Down’s warmth and drive advance orders and purchases. So we created an experiential event where visitors could try on Mizusawa Down at -25°C. Stepping into a freezer storage facility in light summer clothing made the cold feel even more intense, allowing visitors to experience the performance of Mizusawa Down firsthand. By turning midsummer to our advantage, we successfully boosted both foot traffic and PR exposure.