3400’ of Unbroken Vertical Hurts
It probably sounds crazy to some, but in Hood River we generally start our snow dance in mid-summer. New gear is on order in September and we’re waxed and ready to go before it’s time to gobble turkey. So, we were ecstatic to work with Sun Valley Marketing Alliance (SVMA) to create a winter campaign to stoke skiers and snowboarders.
The creative approach for this winter campaign was to show the youthful, energetic, soulful side of Sun Valley. Ketchum, Idaho, is a place steeped in history—and steeps—that has a vibrant local scene, and a seemingly endless variety of activities. With winter sun, reliable snow, tons of activities, impressive vertical and no lift lines/crowds, Sun Valley should be on every skier and riders to-do list this winter. Our goal was to let western winter sport enthusiasts in on a little secret—Sun Valley mountain resort is a must-do.
The Campaign Concept
Taking into account all the great features of Sun Valley, we collaborated with Thread Writing Studio on this campaign concept to speak directly to the monster vert and lack of lift lines.
Legs are lazy. They love crowded lift lines and long, slow gondola rides. They love resting on poles and making small talk. They hate 3,400′ of unbroken vertical. They hate skiing right onto the lift all day long. They hate the thought of two entire mountains full of freshies and nobody to ski them but you. And they definitely hate the idea of clocking 35,000’ of vertical before lunch. Legs love Colorado. Legs love Utah. They hate us.
The Visual Execution
After nailing the message concept, we moved into visual execution and did quite a bit of exploration. Here are a few design directions we proposed for the campaign:
The Final Print Ad
Check out your ski rags this season, and you’ll find the final version in print ad form. This execution got the team most excited and was selected for best communicating the concepts of shared experiences and a multi-faceted resort town. Think your #LazyParts can handle Sun Valley?
Don’t take our word for it, check out Sun Valley for yourself. It will leave you wanting more!