In 2011, Columbia Sportswear unveiled Omni-Heat Electric, a line of heated outerwear using new advances in battery technology to provide warmth to active people in frigid environments at the touch of a button.

In order to launch it, we enlisted the aid of the last person who would ever need it. Wim Hof is an adventurer and world-record holder famous for his exploits in extreme cold. Casting Wim in the role of anti-spokesman, we created a campaign demonstrating his remarkable abilities, while also letting everyone know they could be just as impervious to the cold using our product.

- Raised net sales by 17%; huge buzz for Columbia as category innovator- Total views of Wim Hof are 35m, with 4m unpaid