At the heart of our creative approach was the idea of ‘levelling up’ based on the insight that every year this competition has been growing exponentially and reaching new heights.

This guiding principle helped shaped every touchpoint of the campaign and resonated into the main campaign: Forty years of madness come together to reach the ultimate level this year – Level 40 (is now) unlocked! It calls on participants to come and take part in this epic challenge, embrace the craziness and dare to enter the next level to become part of something special that will remain engrained in history.

Visually, the campaign draws inspiration from the unapologetically confident 80s aesthetics, the decade it came to life. This was a time of optimism and bold expression, a decade that celebrated fun, freedom and individuality. Reimagined through a contemporary lens to reflect modern times, every element of the campaign was designed to build momentum, create anticipation, and immerse participants in the playful chaos that defines Defi Foly.

From immersive event design and merchandise to staff uniforms and activation spaces, each touchpoint was carefully crafted to create a cohesive and joyful world, signaling this is a year like no other, sparking excitement, and rippling through the La Clusaz community and beyond.

The result is a campaign that honors the festival’s legacy, celebrates its local roots, and amplifies its global reputation. A grand celebration of forty years of madness that invites everyone to take part, push their limits, and experience the ultimate waterslide adventure.