Our Ski Vermont client asked us to help them connect with college students for a special learn-to-ski-and-ride promotion. They wanted to stand out on college campuses and do something provocative. Provocative we can do. Given that the Ski Vermont brand normally has to appeal to a very broad audience (everyone from kids to grandparents), we had a fine line to walk between appropriate and what-the-hell-were-you-thinking. (It doesn’t take a wild imagination to figure out what wound up on the cutting room floor). Even with a short turnaround time, this series of posters has helped make the event a big success. Numbers are way up from last year (when the deal was free; now it costs $29) and more young skiers and riders are being turned on to the sport. Now if we could just get a couple of powder days…
You always remember your first
