silver
Best Middle Budget Single (:30 or less—USD or CAD 100,000 - 499,000 budget)

Pass The Good Stuff




information

Ikon Pass


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.


No



credits

JENNIFER SHEROWSKI


CODY BROWNING


COURTNEY LOVELL


HOLLY MELLER


LOBSTER STUDIO


TH3RD SOUND


MARMOSET



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