Decathlon, through its Quechua mountain brand, has launched “Beyond the Tests”, an international campaign developed together with the Orès France agency that uses the figure of a robot to highlight the human experience in the use of technical products. The proposal revolves around QUECH-01, a prototype that, after a failure at the Sallanches design center (at the foot of Mont Blanc), leaves the laboratory in search of real sensations and heads into nature to test the new MH900 trekking boots.
The robot evaluates the product in real environments, but it is human experience that validates the performance
The narrative presents a contrast between technological precision and sensory experience. Throughout the film, the robot evaluates the product in real environments, but the story concludes by emphasizing that, ultimately, it is human experience that validates performance. “Thanks to artificial intelligence we are no longer limited by what we can do, but by what is best for history”explains Sébastien Partika, Executive Creative Director at Orès France.
Thus, the main piece combines artificial intelligence, real image and visual effects to build the robot’s journey. The project has required a precise integration of these languages to generate complex scenarios while maintaining aesthetic coherence. The production was carried out by Band Originale, with an original sound section developed by Ghosts Play Music.
The result is a campaign that questions the role of technology in real contexts, in line with the product’s own positioning. “Behind this story there is a reality: we are obsessive designers who constantly test, fail and perfect”says Charles Helderwerdt, Marketing Director of Quechua for mountain sports at Decathlon.
The campaign includes, in addition to the main spot, 30, 15, 10 and 6 second versions for television and digital platforms, as well as five visuals focused on the technical characteristics of the MH900 boots, such as their Vibram sole, waterproofing and breathability.
The campaign has been activated in Europe and Asia and responds to a growing trend in the outdoor category: combining technological innovation with a more emotional narrative that is closer to the user. In this case, Quechua uses the figure of the robot to question technology and reinforce its message that the product is designed with data, but is validated in real experience.
