Extreme journey
For the concept "extreme journey" – the new creative brand domain we’ve develop for Champion – we quickly asked ourselves where we could find the right roads in Europe to illustrate the idea, especially the idea of having 2 meter high snow in Springtime.
We were lucky for five of the top 20 most stunning and extreme roads in the world are located in Europe. Norway has 2 of them and fortunately for us, Norway was just coming out of a particularly harsh winter meaning that we could still expect snow in the mountains.