Mountaineer Brand

Men love to turn anything into a competition. They’ll even battle over who has the best, longest, scruffiest, manliest beard. With Mountaineer Brand, men can get a little help staking their claim to manliness.

Print ads proving that a beard is the greatest thing a man can have.

During halftime at sporting events, we would invite two bearded men in the audience to compete for the Mountaineer Man Card. Each man would have to prove that his beard is better than the other’s based on a challenge (like who can lift the heaviest weights using just their beard). The winner will get their own limited-edition Mountaineer Man Card as well as some other Mountaineer swag.

We would also create a digital “Mountaineer Hall of Fame” via Instagram. The account would document the greatest beards throughout history. Mountaineer users would also be able to nominate their friends for a chance to be featured on the account using #BeardsOfFame.

AD: Cami Henao