winning.work

Agency:

Client:

Description: A brief description of this work and the creative idea:

Sun Valley Ski Resort’s 'Ski On The Sunny Side' campaign brought back the stoke while showcasing its stunning landscapes, uncrowded slopes, and independent spirit. Built around a retro-modern take on The Carter Family’s 'Keep On The Sunny Side,' the campaign adapted the song into a nostalgic, upbeat anthem. Paired with fresh, modern footage, the music and visuals created a distinct emotional tone, setting Sun Valley apart from typical ski ads and reinforcing its identity as a truly unique destination.

The Brief: What were the main challenges? What were the key objectives? :

Sun Valley Ski Resort asked us to create a brand campaign that would inspire skiers and snowboarders to visit and position the resort more definitively in the market. Though the brand had strong recognition, potential visitors lacked a clear reason to choose it over other resorts. The challenge was to connect with these audiences and authentically tell Sun Valley’s story. The objective: spotlight its defining traits—uncrowded slopes, stunning landscapes, and independent spirit—while giving snow sport enthusiasts a compelling reason to visit this winter.

Solution + Results: How did you solve the brief? What were the top three results?:

To solve the brief, we launched the “Ski On The Sunny Side” campaign—combining nostalgic music with modern visuals to spotlight Sun Valley’s unique charm. We adapted the song “Keep On The Sunny Side” into a bright, emotional hook. Social response was strong—one user called it the “cutest ski resort ad I’ve seen in a while.” Our top three results:

48M+ impressions, 39,000+ engaged sessions (+42.25% YOY)
Engagement time grew +38.6% YOY
Engagement rate rose +25.3%; online revenue increased +34.6% YOY

Context: Are there any specific cultural/regional/local references that are important for judges to understand? :

The campaign taps into the nostalgia of ski culture and Sun Valley’s 90-year legacy. Unlike luxury-branded or crowded resorts, Sun Valley is known for its vast terrain, sweeping views, and independent ethos. The adapted Carter Family tune honors the golden age of skiing and reflects the resort’s enduring charm. This blend of past and present speaks to skiers and snowboarders seeking authentic adventure—a place that feels both timeless and refreshingly different from typical resort experiences.

AI Usage: Was any AI used in this project?:

N/A

Client :

Sun Valley Ski Resort

Director of Marketing and PR:

Brand Manager:

Marketing Manager:

Agency: