Aspen Snowmass
We didn’t create a campaign. We built a movement. As a values-forward brand, Aspen Snowmass’s advocacy often takes a back seat to its world-class skiing. With climate change threatening the ski industry, we married these two components together to compel snowsports enthusiasts to protect their passion.
THE CHALLENGE.
As a values-forward brand, Aspen Snowmass’s advocacy often takes a back seat to its world-class skiing.
With climate change threatening the ski industry, we married these two components together to compel snowsports enthusiasts to protect their passion. We weren’t looking to simply tell, but to inspire and empower - to set a fire. We made each component of our campaign actionable, like tear-out postcards to mail to climate change, and on-the-fence senators in Maine, Ohio, and Alaska.
Alaska Senator Lisa Murkowski wrote an open letter to the editor of Outside Magazine: "I care about our environment. I love winter, snow, and skiing. If you also “give a flake,” don’t just send a postcard. Send your Senators your best ideas and then help us build consensus for them." —Lisa Murkowski
THE RESULTS.
The social engagement of Give a Flake garnered over one million impressions, resulting in 2,500 people contacting elected officials via Twitter and 50 phone calls to Congress.
- Print Magazine Creative - The Association of Magazine Media 2019 Kelly Awards
- Silver Addy - District American Advertising Awards 2019
- Best Campaign, Best Social Campaign, and Judge's Choice - "The Fifty" Colorado Ad Club 2019
