Client / Advertiser
Snowbird is a mountain that knows its audience. While resorts all across the west get gobbled up and watered down by VC firms and international mega-resorts, Snowbird has remained true to their core skiers and riders by offering challenging terrain with waist deep powder around every turn. That said, a weekend at Snowbird isn’t for everyone. And nowadays, you don’t have to look far to find someone not buying what you’re selling (who also has no problem loudly saying so).
Taking quotes from one-star reviews of the resort and using their own words against them, we’ve positioned Snowbird as one of the most unforgiving and rewarding mountains in Utah. We sifted through hundreds of reviews to find the most compelling and dismaying one-star reviews. We juxtaposed the one-star review with outstanding shots of vertiginous vistas and knee deep in powder skiers. We let the viewers to the rest. And they loved it.
With limited media and production budget, the humble print and digital ad turned into a viral, share-worthy piece of content overnight and well ahead of the ski season. The one-star review ad was originally released in all the usual Ski magazine. It was picked-up on Reddit and was a top conversation for 3 weeks, as incredulous reviewers wondered if Snowbird’s marketing department was aware of the ad and Snowbird’s Director of Marketing, David Amirault, confirmed that indeed they were.
The conversation spread like wild fire on social as fans shared and even wrote about it (“I love this ad so much, you guys. Like, more than anything I’ve ever done.”) Adweek’s David Griner wrote “But here’s a fun twist that takes the idea to the next level, building an entire print and digital campaign around one frustrated customer’s warning, which could sound like a siren’s call to the audiences you’re truly trying to target.” In December, Adweek included the Snowbird One-Star Review in one of its top Print Ads of 2017.
Scott Sorenson, Creative Director, Creative Direction
Jeremy Chase, Head of Client Partnerships, Client Partnership
Essie Nagler, Producer, Project Management
Tosh Brown, Art Director, Art Direction/Design
Ryan Coons, Copywriter, Copywriting/Art Direction
Todd Downer, Designer, Production Design