COLUMBIA SPORTSWEAR - THE DON’T PANIC ROOM

Tech billionaires are building bunkers in case their own tech turns on us. But if the last people left are Altman, Bezos and Thiel etc, well… then we’re really in trouble.

But since Columbia prepares you for the worst, we created The Don’t Panic Room: a real, fully-equipped bunker to be won by someone with the practical skills to survive outdoors, and keep humanity going.

We launched with billboards on Route 101 through Silicon Valley, calling out the tech billionaires.

And press in the New York Times and Washington Post (poking fun at Bezos in his own paper).

The outdoor community were invited to enter on Columbia’s socials.
The winning video gets the 40 x 8-foot bunker, fitted with a bed, kitchen, bathroom, weapons handy tools and Columbia jackets sealed in cans, ready for anything.