COPYWRITER: JULIA WALKER
ART DIRECTOR: CLAIRE NELSON
THE PROBLEM: Skiing has a strong connotation with being cool. Humans are often uncool. Those who ski want to fit into the “cool skiing mold”.
THE CHALLENGE: Get more people on the Utah mountains by opening up the culture of skiing to everyone (even if they are uncool).
THE IDEA: Everyone can call themselves a skier, even those ones who don’t feel like they fit in.
THE ARTICULATION: A skier is a skier, no matter how much information you leave out.