Tahoe South is "The Wild Side" of Lake Tahoe
Both sides of Lake Tahoe have the requisite renowned ski slopes and beauitful vistas. Taking that as a given, we promoted Tahoe South by pointing out the one thing it had that the North Shore didn't: a nightlife. The point of differentiation was so simple that all we had to do was wrap public things with two halves: a boring side and a fun side. Breaking from traditional ski destination advertising, we traded landscape photography for colorful energetic illustrations. After all, we weren't selling a place, we were selling a spirit and an energy and the idea that there was only one place to get it.
REBRAND 100 global awards - Merit
(Images: TOP - Tahoe South ; BOTTOM - The north side of Lake Tahoe)
We wrapped articulated buses in San Francisco to illustrate the two sides of Tahoe. And we placed this billboard at the Highway 50 split, where travelers make their final decision to go north or south.
Illustrator: Kustaa Saksi
2013 REBRAND 100 global awards - Merit
2013 REBRAND 100 global awards - Merit
