This campaign delivers a digital experience of how the Mammut R.A.S. Avalanche Backpack can increase the chance of survival in the event of being buried by an avalanche. It simulates a digital avalanche by using the principle of unwanted pop-up ads that “bury” important web page content. Users are “buried” by a special format display, while an oppressive background sound announces the avalanche. If the user then activates a dangling ripcord, the pop-up avalanche pours in and completely buries the page. By using the avalanche backpack, however, the user can escape the simulated avalanche, reach the surface and receive further information about the product.