Powder Mountain
Same As It Ever Was
In 2012 Powder Mountain's parent company was deep in discussions to sell the resort. When word spread that the prospective owners had plans to develop the mountain into some sort of entitled entrepreneur biz-cation playpen, the gentle mountain folk of Eden, UT started acting seditious.
Management was so genuinely concerned about the townspeople picking up the pitchforks that they specifically requested a campaign to repudiate the rumors... hence Same As It Ever Was.
Declaring Pow Mow's unwavering commitment to being a 2,832.8-hectare hole-in-the-wall, we were given carte blanche to call out all the fur-boot-stompin’, skinny-frappa-mocha-swiggin’ yuppies more concerned with their après options than charging the steeps.
co-conspirators |
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Ryan Martindale (CW), Jared Strain (AD) |
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Tanner Capua, Shawn LeBoutillier |
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Jake Gunderson, Ty Hayward |
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Choose Adventure
Come winter 2013, those 'rumors' about selling the moutain to a handful of high maintenance entrepreneurs turned out not to be rumors at all. Pow Mow officially had new daddies, and the newly anointed marketing mavens now in charge of the mountain felt like they knew exactly what our previous work was lacking: the word, “Adventure.”
We did our damnedest to help them "position" (their word) the mountain as a "backcountry destination" (their phrase) while sticking true to the tone that had made past campaigns so successful.