We’re stoked to announce our Webby and Guldägget nominated campaign Catch Magic Hour is back for 2016 - with a brand new look and twist on the popular concept.

For their new Spring / Summer collection, outdoor clothing brand Peak Performance are back with a vengeance. With their leaner, meaner attitude, we needed to transform the magic hour into a fitness mission, available around the clock.

The answer was found in a simple insight. In our busy lives, there are so many excuses to avoid exercise - but none more panoptic than weather. We’ve all done it; cancelled a run due to rain or opted to stay in the beer garden rather than go for a run in the sun. But with the right gear, there’s no such thing as window weather. There’s no excuses when you’ve got the kit to fight the elements.

So we opened 26 virtual stores all over the world, with stock that always updates to the weather in that location. Only apparel that suits the weather is available. This educates consumers about the wide range of outdoor fitness gear that Peak Performance make - and also positions them as a market expert in weather-ready kit. And because the gear is only available to those who push themselves, we set visitors to the store an Instagram fitness challenge, which lets them pay for their free gear with their pulse.

A responsive mobile-first website, catchmagichour.com, displays the shop location and a collection catalogue. A device’s GPS detects when it’s at the correct location and unlocks a shop if products are still available. We used an external API to measure the weather at the user's location and the available clothing changes in real-time according to the prevailing conditions.

You’ll find the stores in places such as the Aiguille du Midi mountain in Chamonix, France; Lake Vänern in Karlstad, Sweden, and the Isar Bridge in Munich, Germany.

For customers who cannot visit one of the locations there is an option to choose their own via a competition. To enter, participants need to Instagram their favourite outdoor workout location, using the hashtags #catchmagichour #mystore. The winner will get the full suite of weather-ready kit.

The #catchmagichour campaign will run from the 14th April until the 9th May.