silver
Nemo Design
Ikon Pass brings the stoke with access to the best ski resorts across the globe.
This national broadcast TV ad is a style-dripping winter romp through 50+ mountain destinations—featuring artful animation that represents skiing and snowboarding in an authentic way and a unique custom music track cleverly celebrating the brand’s differentiators and big ideas. From powder to laughter to gondola rides and good vibes—this spot shines a light on all the good stuff the mountains give us and reinforces a culture of shared and welcoming fun.
As a seasonal ski pass with access to unique mountains, Ikon Pass brings great memories and stoked optimism through mountain adventure. But in 2022, stoke wasn’t a given. Inflation / climate anxiety soared—along with negativity around operational challenges in the mountain resort category. The brand wanted to meet the moment with positivity and gratitude, while shining a light on their mountains' unique characters and experiences.
Nemo created The Good Stuff—a love letter to the mountains & an invitation for all people to come join the fun. We channeled inclusive visuals & music everyone loves to bring people together around special mountain moments. The music track is a joyful, infectious song that covers nearly 12 unique brand experiences in 30 seconds. The animation brings to life the song lyrics & more, with cameos from local personalities & action true to the technical nuances of skiing. Production was a feet of international collaboration as we parallel-pathed the music & animation to meet a short timeline.
A major barrier to skiing is people are afraid it will be cold and difficult. We labored to make all action/environment/audio inviting & aspirational to both newbies & diehard skiers.
The music & animation are full of nods to real places/people/brand elements (i.e. the last line of the song, “adventure runs deep,” is the brand promise, the animated cowboy is a real local character at Steamboat, etc).
The campaign’s “invitation to share the fun” extended into the creative process—we invited all our partnering animators/musicians/producers to bring their POV & creative special sauce to the spot.
No, this was made with love by humans.
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