Macpac saves hiker from falling to his death in new spot via The Monkeys

Macpac is going to extreme lengths to test out the durability of its gear in the latest campaign from The Monkeys.

The campaign builds on the outdoor brand’s ‘Weather Anything’ platform, honing in on the high quality and dependability of Macpac’s apparel – depicted in a farfetched, precarious scenario.

Directed by Sweetshop’s Damien Shatford, the campaign creates an action movie-style scenario, as a trio of unfazed hikers dangle from the edge of a cliff. All that keeps the last man from falling is a tight grip on a Macpac jacket held by the hiker above him.

The Monkeys has been working with the brand since 2020, as its agency of record.

Maria Glass, acting general manager of marketing, said: “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.”

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

Hugh Gurney, creative director, The Monkeys Melbourne, added: “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.”

The campaign rolls out this week across TV, outdoor, social, online and in-store, in Australia and New Zealand.


Client: Macpac
Managing Director: Cathy Seaholme 
Acting GM of Marketing: Maria Glass 
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Chief Strategy Officer: Michael Derepas
Strategy Director: Dave Collins
Creative Directors: Hugh Gurney & Joe Sibley
National Head of Production / Producer: Romanca Mundrea
Production Coordinator: Genya Mik
Group Account Director: Vicky Mockler
Account Director: Ella Goldberg & Jenny McLarney
Account Manager: Grace Tenaglia 
Media Agency: OMD 

Production Company: Sweetshop
Director: Damien Shatford 
Producer: Katie Kempe 
Managing Director/Executive Producer: Edward Pontifex
Executive Producer (AUS): Greg Fyson
Executive Producer (NZ): Ben Dailey & Kate Roydhouse
DOP: James Brown
Editor: Simon Price
Colourist: Matic Prusnik
Online/VFX: Stuart Bedford

Sound House: Squeak E Clean Studios
Sounds Design: Paul LeCouteur & Ceri Davies

Photographer: Vaughan Brookfield 
Retoucher: Dave Mercer 
Stills Producer: Katherine Muir


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