Title	MOUNTEX TOUR BIBLE
Brand	MOUNTEX ALPIN DESIGN
Product/Service	EL CAMINO TOUR BIBLE
Category	F01. PROMOTIONAL ITEM DESIGN & PHYSICAL BRAND COMMUNICATION
Entrant Company	ACG ADVERTISING AGENCY Budapest, HUNGARY
Advertising Agency	ACG ADVERTISING AGENCY Budapest, HUNGARY

Name	Company	Position
Péter Tihanyi	ACG Advertising Agency	Creative Director
Zsolt Asztalos	ACG Advertising Agency	Art Director
Márk Fülöp	ACG Advertising Agency	Copywriter

Brief Explanation

There is a very intense competitive activity in the Hungarian sport&outdoor store category focusing mainly on price and promotions. Therefore there is no clear consumer perception about the different brands on the market. So we needed to create an outstanding image campaign for Mountex outdoor stores to clearly differentiate it from the competitors by lifting the brand above the price and strengthen brand equity.

The Brief

Create an image campaign to demonstrate that Mountex outdoor store provides the widest range of hiking goods and takes care of even the smallest details related to outdoor activities.

How the final design was conceived

We designed and handcrafted the first ever Mountex El Camino Tour Bible range. It has a camouflage pattern that refers to the outdoor activities with a hand woven label of the El Camino - St. Jacob's shell - while its durable material provides protection to the spiritual nutrition of the hiking pilgrims even in the hardest floods in the Pyrenees.

Indication of how successful the outcome was in the market

We created an image campaign to demonstrate that Mountex outdoor store provides the widest range and takes care of even the smallest details related to outdoor activities. So we have invented, designed and handcrafted the first ever Mountex El Camino Tour Bible range. Beyond the impressive instant sales results we managed to build a stronger emotional bonding which was relevant enough to make people choose Mountex rather than a competitive sport store in the future.