First Ascent Backpacks: Half A Thumbs-Up

The world's top adventurers give our backpacks half a thumbs-up.
Introducing our range of performance-tested backpacks.
First Ascent

Advertising Agency: FoxP2, Cape Town, South Africa
Creative Directors: Justin Gomes, Andrew Whitehouse
Art Director: Ryan Barkhuizen
Copywriter: Simon Lotze
Photographer: Bryan Traylor
Additional credits: Locker14
Published: December 2010

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Molecule's picture
437 pencils


apple pie's picture
apple pie
41 pencils

amazing photoshop

LeeHarvey's picture
3045 pencils

For a brief moment, seeing the thumbnail, I thought it was a Kitkat ad. Have a break...

copycopycopy's picture
148 pencils

haha... copywise very catchy!!

BrunoLima's picture
17 pencils

great photoshop!

luispiter's picture
2756 pencils

ok... nice

CuriousPencil's picture
4227 pencils

You're kidding, right? Joking about gangrene and mutilation to the audience you're expecting to buy your products? Pushing the product with a score of 5/10, which is what a half-thumbs up roughly means? With a really small hand that looks like it's been pasted in with a cat's arse?

I love being wrong on all these points. Looking forward to hearing the name of this thumbless wonder and the story of his small hand.

Boxey's picture
8885 pencils

I think the audience has a sense of humor and will appreciate this.

mdb1974's picture
411 pencils

We are the audience. This won't run.

Roger Keynes's picture
Roger Keynes
5498 pencils

Well, everyone down here in general admission likes it! ;)

Will Think for Salary

CuriousPencil's picture
4227 pencils

Okay, I'm not one of the 'world's top adventurers' I guess. And while I do know who Ranulph Fiennes is, and that people lose their thumbs, I don't think it's a sign of success to finish an expedition with fewer phalanges than your ascent. I also don't think this anonymous testimonial sh*t washes for an instant - and I'm really doubtful that a client has the kind of "sense of humour" that involves this kind of insult to climbers, and it can only be an insult, I can't see how it isn't.

Slashweasel's picture
104 pencils

You've never heard of people like Ranulph Fiennes? People who go on expeditions to extreme places lose fingers, toes etc

kgeiger's picture
7119 pencils

I think we should remove half of the tail from the lizard in the logo. Just to bring it all home. ;)

sintra's picture
699 pencils

missing something ......

majestic's picture
5 pencils


jbuckingham's picture
764 pencils

Spot on.

Slashweasel's picture
104 pencils

Or not

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