Recreational and sports brand High Sierra launched a summer campaign with the claim “Amplify Your Adventures”. CLY was responsible for getting popular YouTube star Julien Bam onboard for the six-week campaign and creating the microsite for this. The focus was on a creative self-made photo competition, which was very well received among the young target audience of 13 to 16-year-olds. The campaign was promoted by Julien Bam on his social media channels. Under the #meinhighsierralook hashtag, participants were able to share their most original photos on Instagram, which were then directly loaded onto a microsite specially created for the campaign. A panel of judges then sorted through the almost 2,100 entries to select winners for an eight-day trip to the USA and many other prizes.