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Sun Valley Ski Resort’s 'Ski On The Sunny Side' campaign was designed to bring back the 'stoke' and showcase the resort’s unique qualities—stunning landscapes, uncrowded slopes, and a sense of independence. The creative idea was built around a retro yet modern take on The Carter Family’s iconic song 'Keep On The Sunny Side,' which had recently entered the public domain. By adapting the song with the lyrics 'Ski on The Sunny Side,' we crafted a nostalgic, upbeat anthem that perfectly matched Sun Valley’s welcoming and authentic vibe. With a campaign that blended an old-timey feel with fresh, modern footage, we communicated the resort’s unique charm and emotional appeal. The music and visuals worked harmoniously to create an atmosphere that was as memorable as it was distinct from typical ski ads, leaving an emotional impact on viewers and solidifying Sun Valley's position as a unique ski destination.
The brief from Sun Valley Ski Resort was to create a brand campaign that would inspire skiers and snowboarders to visit, positioning Sun Valley more definitively in the market. While Sun Valley had strong brand recognition, many potential visitors were unclear about why they should choose it over other resorts. The challenge was to connect with these audiences and tell the unique story of Sun Valley in a way that felt authentic and memorable. The objective was to highlight Sun Valley’s defining qualities—beautiful, uncrowded slopes, vast landscapes, and an independently owned ethos—while giving skiers and snowboarders a compelling reason to visit this winter. The goal was clear: bring the stoke back and encourage winter sport enthusiasts to choose Sun Valley.
To solve the brief, we created the 'Ski On The Sunny Side' campaign, blending retro nostalgia with modern visuals to highlight Sun Valley’s unique offerings. We adapted the iconic song 'Keep On The Sunny Side' to 'Ski On The Sunny Side,' giving the campaign an emotional hook and timeless appeal. This nostalgic touch set the tone, while the contemporary footage showcased Sun Valley’s uncrowded slopes and authentic charm. The campaign stood out among typical ski ads with its bright, uplifting vibe, resonating with audiences on social media—one user even called it the 'cutest ski resort ad I’ve seen in a while.' The team’s personal connection to the music added an authentic touch, deepening the emotional impact. As a result, the campaign garnered over 48M impressions and drove significant traffic, with over 39,000 engaged sessions—an increase of +42.25% YOY. Engagement time grew by +38.6% YOY, and engagement rate rose by +25.3% YOY. Total online revenue also saw a boost, increasing by +34.6% YOY.
Sun Valley’s 'Ski On The Sunny Side' goal was tapping into the nostalgia of ski culture and Sun Valley heritage that they have been known for for almost 90 years. Known for its breathtaking views, vast and uncrowded slopes, and a spirit of independence, Sun Valley stands apart from other resorts that prioritize luxury branding or crowded slopes. The campaign’s nostalgic, folksy music, adapted from The Carter Family’s 'Keep On The Sunny Side,' reflects the resort’s authentic charm and deep connection to the past. It is an homage to the golden age of skiing, while still appealing to modern sensibilities. The campaign resonates with a sense of timeless adventure, drawing on Sun Valley’s roots as a historic, beloved destination, while showcasing the resort as the perfect place for skiers and snowboarders who seek an escape from the crowds and the typical resort experience.
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