Time to Do Yewww
The COVID lockdown enticed more people than ever to seek solace and joy outdoors—a juicy opportunity for a multi-mountain ski pass. Ikon Pass wanted to seize it and invite these newbies into their fold, but in a way that didn’t alienate their tried-and-true mountain audience.
Nemo answered with a full-blast multi-channel campaign, Do Yewww: A call to action for people who prioritize stoke and froth for adventure. A rallying cry that invites self-expression through fun and welcomes all different kinds of mountain lovers to the brand community.
CAPABILITIES
Campaign Strategy & Concept Development
Social Media Strategy
Copywriting
Graphic Design
Video & Content Production
Animation
Seeding Kit
Launch Event
The campaign came to life through the exhilarating mountain moments—the ones that make you laugh, hoot, holler and high five. The action was balanced with intimate pass-holder portraits capturing the breadth and richness of the Ikon Pass community. Everyone seeks the stoke in their own way, but our passion for it binds us together.
Getting your new pass in the mail as the autumn snow flies is a moment to celebrate. Nemo created a mailer kit to ignite to the pre-season hype and inspire bragging rights. This clever unboxing stoked a sense of discovery and belonging through insider giveaways and givebacks, along with a one-of-a-kind coaster set designed by artist Jess Mudget. Once the mailers had landed in early October, social feeds lit up as pass holders shared their excitement for the season.
Iconic Unboxing
