“The real heroes of the outdoors? The unsung volunteers who build and maintain the nation’s paths. And none deserve thanks more than a group of teens who traded summer freedom for hard labor in Mt. Rainier National Park”
In the above video called “Merrell Magic,” the retailer puts its own twist on the random acts of outdoor kindness known as “trail magic.” For an unsuspecting SCA crew on Mount Rainier, that meant extra hands to help along the Skyline Trail – plus an assortment of delicious surprises waiting for them at basecamp. The SCA crew was also included in the official campaign video.
How did this wonderful surprise come about? Last summer, Merrell and Backpacker magazine approached SCA about a role in the Merrell Magic campaign. Within days, a team led by Merrell Marketing Director Sue Harvey Brown and Backpacker Editor Dennis Lewon were on Rainier, with a fully-outfitted camera crew in tow to capture our crew’s experience.
There's more magic where this came from!