Marmot turned 50 last year! On an accelerated timeline, the brief was to bring life to the 50th milestone, alluding to the brand roots, and kicking off the next 50. Part of the challenge was to create a campaign with its own merit, that could also open space for "brand introspection", allowing for much-needed revitalization, following a few years of steady decline, and erosion of trust with reps/dealers. The pointed campaign statement, and the filter of the graphics all help to represent the group of marmots that started the brand so long ago, and set the stage for a more complete refresh of the visual brand language.