Having recently celebrated a half-century of skiing, Whistler Blackcomb wasted no time in setting their sights to the next 50 years and asking what’s next for the top-ranked resort. That question, it turned out, launched a deeper probe into the future of the ski industry as a whole. With climate change, digital distractions and alternative interests threatening the livelihood of skiers and snowboarders, what would the next 50 years look like for the mountains and the people who play in them?
We pushed that question to the edge, tackling the industry’s biggest challenges head on and toeing a line that few brands are willing to publically explore. What resulted was The Big Picture, a season-long campaign that asked tough questions and provoked tougher conversations on difficult—yet critical—outdoor topics.
The Big Picture asked
Is our thirst for adventure threatening our environment?
What if our kids stopped playing outside?
Is the pull of the backcountry pushing our limits?
What is the future of ski resorts?
Our campaign strategy was anchored by a four-part video series, produced and directed by Switchback Entertainment and with support from TELUS, and included a complementary suite of marketing content to strengthen the impact of its message. Individual landing pages provided a platform for viewers to explore each question deeper; social video content created organic, shareable value; and paid promotion extended the campaign’s reach.