#justaddski and get the season started
Peak Performance
Issue 37 | December 2015
Agency
Perfect Fools
Creative Team
Creative Directors: Patrick Dry, Klas Lusth Art Directors: Philip Arvidson, Mattias Mattison
Production Team
Account Manager: Eric Karlshammar Producer: Amit Raab Photographer: Alexander Radsby Editor: Karl Nord Technical Director: Björn Kummeneje Technical Director: Tony Sajdak Developer: Stefan Lagergren
Date
September 2015
Background
The new Peak Performance winter collection was launched in the early autumn. The aim of the campaign was to get consumers to think about the upcoming ski season earlier and what they needed to buy to prepare for it.
Peak Performance wanted to capture all dimensions of the ski season. Starting off with the long wait, the anticipation, pre-training and then switching to powder turns, drops, the good times with friends and touring to that stunning peak. All with a single hashtag #justaddski
Idea
One of the beauties with skiing is that even if you just ski a couple of days per season, you're a skier in mind all year around. The preparations for the season start early and the memories live on for ages.
Not only was it possible to capture all skiers dreams and anticipation in one hashtag. by using it they could now start the season earlier (metaphorically speaking) through the fact that actual snow was produced from these dreams.
Post an Instagram photo of you longing for winter with #justaddski #peakperformance and watch the snow cannon in Hintertux, Austria, produce fresh snow. The more photos you posted – the more snow was produced. As the snow piled up you unlocked prices from the new Peak Performance winter collection.
All the hastagged photos were collected at www.justaddski.com where the snow piled up in real time. The campaign was activated in all Peak Performance social channels, in retail and among partners and distributors worldwide.
Whoever took the best overall photo won a trip for two to the Hintertux Glacier and got to start their season earlier!