The Grim Reaper was the unlikely face of Columbia Sportswear in their comical latest Halloween social activation, which offered followers the chance to win a limited-edition Powderkeg II Remastered Interchange jacket, with a legally binding Will & Testament stitched into the lining.

Reimagined as a TikTok and Instagram influencer under the handle @Reaper_1938, the Grim Reaper starred in the irreverent “Death Wishes” activation, which showcased the durability and longevity of Columbia’s outerwear.

The social campaign, created with adam&eveDDB London, kicked off with a film starring the Reaper in full on influencer mode, chatting to fans about the limited-edition jacket, sharing that “Columbia makes its gear so tough it could outlive you.”

In the run-up to launch, we developed and populated @Reaper_1938 with organic content to establish his influencer persona, while the Reaper also modelled the jacket on Columbia’s website. A series of teasers, showing him lurking around potential accident spots, waiting for his next “victim”, created anticipation ahead of the film drop.

Fans were invited to win a Death Wishes jacket through a competition hosted on Columbia’s social channels, where the Reaper asked followers to share their “nearest outdoor near-death experience.” Winners in the US were selected at random (subject to applicable terms and conditions). The limited-edition jackets were also be gifted to selected influencers, who received their jacket in custom coffin boxes signed by the Reaper himself. 

The Powderkeg II Remastered Interchange Jacket – an iconic Columbia style that has been in the line for decades – offers 3-in-1 versatility featuring a reversible insulated liner and a waterproof breathable outer layer that stands up against anything that Mother Nature has in store on the mountain.