Long time client Whistler Blackcomb was nearing its 50-year anniversary, so we wanted their 2015.16 marketing campaign to reflect this momentous milestone. Our goal was simple: celebrate the spirit, the legends and the monumental events in the last five decades that have contributed to the progression of skiing and snowboarding.
The anchor of the campaign was a 30-minute documentary entitled "50 Years of Going Beyond," produced by Mike Douglas of Switchback Entertainment. A theatre premiere and subsequent online sharing launched the campaign in both endemic and broader consumer channels, paving the way for a season of inspiring content.
Custom landing pageThe page featured the video and an interactive timeline that displays the history of Whistler Blackcomb, making it possible for users to browse a half century of video and photo content
Online and print media campaignShot by iconic ski photographer Blake Jorgenson, it features a once-in-an-era photo of a gondola cabin filled with ski and snowboard legends from the last 50 years
Micro-content seriesDubbed “social nuggets” these seeded the campaign, distributing 19 super short video clips over paid and social channels