This is a campaign by Alpamayo PRO, celebrating Fenix Outdoor Group's first OOH campaign in Athens, Greece. It October of 2021 when bus stops in the city's center and the suburbs became more "outdoor" than ever before. Fjallraven and Han Wag were the first core-outdoor brands to do outdoor advertisement in the Greek capital.
Elizabeth, our model for this project and a member of the sales team at Alpamayo PRO spent a day as a hiker "FOLLOWING THE SIGNS". Starting from the busy Panepistimiou street and heading north to the green parks of Kifisia.
The route
The route we chose for Elizabeth after exiting the city center follows Kifisias avenue.
The outfit
We picked a full hiking outfit for our model, so that she would stick out from the urban environment around her. In line with the Fjallraven's campaign themed "Trekking Trousers Since 1970" we matched an iconic red pair of hiking trousers with a mid-weigth fleece and Fjallraven's best-selling hiking backpack.
National library, Panepistimiou Str
Agia Sophia, Neo Psychiko
Kifisia's Center, Kifisia
