“The Next Peak” transformed the Great Wall of China into a ski slope, fashion runway and drone show stage. Overcoming logistical challenges and reaching millions online while providing guests.
Descente’s goal was to create a brand-defining moment that would cement its position as a leader in winter sports. We aimed to generate unprecedented awareness by demonstrating the brand’s core value – taking on challenges – in the most unexpected way possible. The key to achieving this was not just hosting an event, but by transforming one of the world’s most iconic and protected historical landmarks, the Great Wall of China, into a temporary winter sports stage, with full respect to the structural integrity of the Wall itself. We wanted attendees and online viewers to permanently associate Descente’s audacious spirit with this historic achievement.
The creative concept, “The Next Peak,” was directly inspired by Descente’s history of conquering five “legendary peaks” in winter sports. We positioned the Great Wall of China as the symbolic sixth peak for the brand to conquer.
The creative execution unfolded as an immersive narrative though a few key storytelling moments:
1. A custom musical score by a musician/composer set the emotional foundation throughout the event.
2. 1,500 drones transformed the night sky into a dynamic storyboard, illustrating Descente’s journey across their five peaks.
3. Custom-made lighting rigs and a specially designed lighting program turned ancient Wall into a contemporary runway.
4. The grand finale – professional athletes with the first ever ski performance on the Great Wall.
