wants to prove that its
mobile service is great whether you're in a city or on a mountain. The brand launched the TranshumApp
, which also brings
to light a dying tradition: Transhumance
, a seasonal movement where shepherds transfer their sheep from high mountains to
plains. The app pits regular folks against shepherds on their 300-km journey, in a race to see who moves farther and fastest on any given day. The app works like a regular fitness app, tracking a
person's steps and comparing it to the activity of the shepherd. McCann Bucharest
created the app.