A great idea can keep a campaign going indefinitely. Columbia Sportswear's "tested tough," is one such idea. Just ask the 91-year-old matriarch and Chairman of the Board, Gert Boyle. She was the star of a long-running campaign in the 80's 90's (and perhaps even 2000's ) in which she tested Columbia Sportswear on her son. She's still testing them tough, and I hope she keeps doing so at 100.

Client: Columbia Sportswear