35 – An Arc’Teryx Birthday Challenge

Fantastic video from writer and climber Brendan Leonard and production house, Duct Tape Then Beer. Leonard talks about his appreciation for the small things in life and his love for his hobby. What makes the video special are the sponsorship’s from Arc’Teryx and Yakima. Neither brand is discussed and both are only seen in fleeting glances, but they chose to associate themselves with a message, an ideal. More and more brands are struggling with the balance between logo shots and company mentions, but as this video shows, content is more about association and emotion, not metrics.


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