We were tasked with finding a way for Aspen Snowmass to stand out from the sea of expected ski advertising conventions and set them apart by finding unexpected, authentic ways to connect with past and future guests.
Inspired by an op-ed titled “We’re Still Here” by Aspen Skiing Company CEO Mike Kaplan, we created a multi-media campaign called “The Aspen Way”. Together we chose four words that represent their true and demonstrated values — LOVE, UNITY, COMMIT and RESPECT. And then translated these words into physical mountaintop installations for everyone to see and interact with - and take center stage in the campaign. “The Aspen Way” takes a leadership role, sets Aspen Snowmass apart from other resorts, and gives voice to the values that guide us all and can bring us together in these divisive times.
CREDITS:
Agency: Karsh Hagan Advertising
Client: Aspen Skiing Company
Chief Creative Officer: Jeff Martin
Creative Director, Design: Gregory Ryan
Copywriter: Zach Slovin
Retouching: Stephen Hausrath
Video: The Public Works
