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In our complex modern world (full of choices and loud voices), Ikon Pass taps you into the mountains & more of what’s good in life. This nat’l broadcast TV & paid social ad is an ode to the joy that sliding on snow brings to our lives—at a time when everyone could use a little more joy. Crafted to have a flowing, continuously joyful feel, the spot follows a style-drippin’ athlete down an entire tasty line to the tune of a good-vibes anthem everyone loves. The run ends in a sun-washed celebration with all kinds of skiers, manifesting the collective effervescence of a day on the mountains.
Created to lead our new campaign, Joy More, this spot needed to be emotion-driven and grounded in our campaign insights: 1) Outside = happiness. 2) Fun culture is the new hustle culture. 3) The best brands uplift their fans. Challenged to grow awareness, we set out to show mountain joy that would resonate with core skiers—and a broader audience too. We wanted to people say to themselves, “I want to be there, I want to be him.” To accomplish all this, we also took on the very real challenge of filming at an open ski resort in winter w/ a short window & rapidly changing snow/weather conditions.
The quickest way to make people feel something is thru music. We licensed Time of the Season, a joyful & nostalgic anthem (w/ a nod to snow season in the lyrics). We hired pro rider Danny Davis and let his style and positivity do the talking. We captured joyful friendships & community throughout. And to keep pushing it beyond your average ski edit, the owl is a memorable moment of stylization & fun. The result: a statement piece w/ celebrated music, iconic cinematography & clever, choreographed timing. The spot had a significant Click Thru Rate improvement (232%) YoY across channels.
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