Hi-Tec Create Worldwide Buzz with Liquid Mountaineering

Rathbone Media are very proud to announce that their client, global sport and outdoor brand Hi-Tec, were the team behind the 'Liquid Mountaineering' viral which has taken the Web by storm.

The viral has now reached the top 100 favourite all-time viewed global sports clips on YouTube with veiwing figures reaching well over 4 million!

The documentary-type clip features three men who run across a lake thanks to the water repellent qualities of their Hi-Tec shoes.

Simon Bonham, Hi-Tec Group Head of Marketing comments, "We wanted to create a piece of entertainment around our hydrophobic footwear and get people talking and thinking about the brand differently." He added, "The idea was to take a traditional form of marketing and totally turn it around on its head, in the process capturing the fun, spirited side of our brand. The reaction to the viral has surpassed all expectations; with people all over the world debating whether this could indeed be possible or not and even trying to do their own Liquid Mountaineering. We've even seen a number of entertaining attempts appear on YouTube and other places on the Web."

Liquid Mountaineering  has become one of the most viewed and discussed phenomenons on YouTube in the past month. It has now featured on thousands of blogs. TV coverage of the clip has included Japan, Brazil, Germany, USA, Australia, Korea, Spain, France and Georgia.

Simon Bonham continues, "After the initial buzz and well over 4 millions views on YouTube to date, we thought it was ifnally time to come clean and unveil to the world that Hi-Tec were behing the viral. Whilst our shoes have some amazing liquid repellency features, even we still cannot walk on water... it was all a well intended hoax."
 
For further information, contact Hi-Tec Sports Ltd.

Are you looking for Advertising Agencies? For help with media planning and buying in the UK or globally, please contact Rathbone Media or visit our website. Rathbone Media are one of the largest advertisement agencies in the South-East and cater for all client types across all media platforms including online and digital marketing.

Drug & Alcohol advertising by Rathbone Media - Mephedrone for EDAAT.

In light of the government's decision to ban Mephedrone and related cathinones, Rathbone Media, one of the largest advertising agencies in the South-East, have launched a social media marketing campaign working with EDAAT.

The ban is in effect as of today (16th April), preventing manufacturers tweaking the substances to get around the law.

Drugs are classified according to the harm they cause. The Advisory Council on the Misuse of Drugs (ACMD), who advise the government on such matters, say that Mephedrone is similar to amphetamines such as Speed and should be classified as a class B drug.

This means that from today it will be illegal to sell or possess these substances. As a result of this change in the law, there will be a maximum penalty of up to 5 years in jail and an unlimited fine for possession, and 14 years in jail and an unlimited fine for supply & trafficking. The importation of these substances into the country has already recently been banned.

Donia Slyzuk, Strategic Manager Essex Drug & Alcohol Action Team said:
"Just because something says it's legal, doesn't mean it's safe or harmless to use. We are fully supportive of the government's commitment to tackle their emerging threat by making these substances illegal as of today. The Essex Drug & Alcohol Partnership are wholly committed to providing good quality information, advice and education to our communities for all drugs including 'Legal Highs' and commission a number of services to treat and rehabilitate users. Today we have launched a campaign to raise awareness of the health harms of Mephedrone and other so called 'Legal Highs' and to highlight what the new law means to our communities."

Although the risks are now becoming increasingly clear, there is still concern that no one really knows what the exact dangers of Mephdrone are. The current scientific evidence is limited but self reports from users and clinical observations by doctors do suggest that Mephedrone can:

• produce feelings of euphoria and arousal
• make you feel more alert
• make you more talkative
• create feelings of empathy
• reduce inhibitions
• make you feel anxious or paranoid
• over stimulate your heart making it beat faster
• over stimulate your nervous system which can cause fits
• restrict your circulation which can cause cold / blue hands and feet
• damage the nose through snorting and bring on severe nose bleeds
• bring on a low mood and comedown after a binge
• cause death

These risks are likely to be increased if you combine Mephedrone with alcohol or other drugs. For more information and advice on drugs and alcohol and the services available in Essex, visit www.essexdrugaction.org.

On the 16th April, EDAP and Rathbone Media launch a 4-week online social media campaign targeting 16-34 year olds in Essex to raise awareness of the new law and its implications whilst also highlighting health harms.


EDAAT Media Contact:
Michelle Baker - 01245 434 651




For help with social media campaigns or advertising on on any other media platforms, please do not hesitate to contact Rathbone Media or visit their advertising agencies website.