Through New Year's, we'll be counting down the best work of the year in TV/Film/Branded Content, Print/Outdoor/Design and Interactive/Integrated (IX) as our picks of the day.

At No. 5 in Print/Outdoor/Design is 37.5 Technology, which opened a pop-up store on the side of a 300 foot cliff in Colorado. The reason? The brand, which makes advanced fabrics found in outdoor apparel, supplied climbers with apparel from Adidas, Rab, and Point6, all made with its materials, allowing customers to test the gear in real-time. The 37.5 brand and its agency, WorkinProgress, also attracted attention with a stunt earlier in the year, when it sent a mattress to President Trump during Inauguration week (to help him sleep better and get off Twitter at 3AM).

Original story:

Opening a pop-up store on the side of a 300 foot cliff might not sound like an obvious way of attracting footfall. But if your target market is outdoor types, it's a spectacular idea.

37.5 Technology, which makes advanced fabrics and materials found in outdoor apparel, among other items, yesterday (Aug. 29) opened the "Cliffside Shop" on the Bastille Wall in Eldorado Canyon just outside Boulder, Colorado. As part of the stunt, the brand supplied climbers with apparel from Adidas, Rab, and Point6, all made with its fabrics, allowing customers to test the gear in real-time. Dave Bywater, an 11-year climbing ranger and 37.5 employee, manned the shop all day, serving customers including well-known climbers Lynn Hill, Jesse Huey and James Lucas.

The campaign is by agency WorkinProgress, which previously attracted attention for the 37.5 brand when it sent a mattress to President Trump during Inauguration week (to help him sleep better and get off Twitter at 3AM).

Accrording to the agency, founded by ex CP&B staffers last year, it's designed to increase brand awareness among a community that's often skeptical of traditional advertising -- and there are plans for the shop to pop up in other remote locations as the campaign continues.