In the winter of 2020, right in the cold heart of the first full “covid winter”, The Engagement Party was asked to produce a feel-good awareness campaign for Tourism Saskatoon.
The theme of “aprés ski” was already finalized in-house at Tourism Saskatoon – playing off the humour of having no alpine skiing but having lots of opportunity to chill and relax (a Saskatoon habit, to be honest!). We were given a long leash and proceeded to establish the scenarios of making every available excuse to Aprés-to-the-max.
We accompanied the TV-spot with a long list of OOH placements around the city – including billboards, transit shelters, and posters.
Our key graphics were based on the various alpine-skiing paraphernalia such as ski patrol badges and big puffy jackets. The choice to have visual emphasis on cold-messy-fun was to reinforce the outdoor aspect and welcome the inevitable snow in the face whilst having fun in the snow.
Project team included: David Melashenko (Art Direction), Jess Reimer (Copywriter), Calvin Xiao (Strategy)