Steamboat Ski and Resort Corporation in Steamboat Springs, Colo., is launching a campaign developed by agency Fortnight Collective to attract new visitors and build upon its legacy as a unique western vacation destination for skiers and snowboarders. The work, the most ambitious integrated marketing campaign by the resort to date, coincides with Steamboat’s 60th anniversary and a $200m capital investment into the guest experience. This is Fortnight’s first work for Steamboat since being named agency of record after a pitch in February of this year.
The creative campaign entitled, “The Steamboat Way,” blends Steamboat’s promise of western hospitality with world-class winter sports through the literary tradition of “cowboy poetry,” a style rooted in ranching culture that dates back to the 1800s. Fortnight collaborated with internationally renowned cowboy poet Randy Rieman on the poetic narratives in the ads, which focus at the same time on both cowboy life and skiing. As they are being recited by Rieman, the imagery alternates between scenes of horse riding and skiing at the resort, emphasizing the many similarities between the two.
The campaign includes three :30 and three :15 brand spots, and five :30 and :15 promotional spots. The work is running nationally through April 2023 on video, social, direct mail, web, display and print media. Outlets will include YouTube, CTV, in cinema as well as Facebook and Instagram via programmatic media.
This nearly two-minute film set to one of the genre’s most famous cowboy poems, “Out Where the West Begins” by Arthur Chapman (1873-1935), will premiere November 3 during Warren Miller’s Daymaker Colorado Film Tour and will play at 13 screenings throughout the state. Miller is the spiritual founder of ski films, and his movies have been capturing the imagination of skiers since the 1950s. Today, the Warren Miller Film Tour marks the unofficial start of ski season for countless diehard skiers across the country.
Australian filmmaker Richard Bullock of Hungry Man directed the project and brought his experience helming authentic documentary projects for Adidas, On Running, and Omega to capture the spirit of cowboy culture and the artful recitations of original and famous cowboy poems.
“Crafting the cowboy poetry for this project with Randy Rieman was a truly unique collaborative experience for the creative and production team at Fortnight,” said Adam Chasnow, chief creative officer and partner at Fortnight Collective. “He is a true master of this art form. We learned so much from him and every bit of it ended up on screen.”
CreditsClient Steamboat Ski and Resort Corp. Agency Fortnight Collective Andy Nathan, founder & CEO; Adam Chasnow, chief creative officer and partner; Katie Dreke, strategist; Dave Steinke, creative director/art director; Jeff Schuller, creative director/copywriter; Tucker Kavanagh, sr. brand manager/producer; Jamie Slade, exec producer. Production Hungry Man Richard Bullock, director; Caleb Dewart, exec producer; Christopher Hoggard, head of production; Jack Beardsley, producer; Joseph Aguirre, DP; Sam Hall, 1st assistant camera; Dave Schaff, sound mixer; Bryce Sullivan, production assistant. Editorial Now Corporation, NYC Jess Reisner, editor; Carrie Fleming, editorial producer. Music JSM Music, NYC Joel Simon, CCO/CEO/co-composer; Jeff Fiorello, VP/exec producer; Norm Felker, Andrew Manning, sr. producers; Sharon Cha, producer; Augustus Skinner, co-composer. Color & Conform Trafik LA Nate Seymour, colorist; Meghan Lang Bice, sr. exec producer, color; Phoebe Torsilieri, Julia King, producers, color. Audio Mix/Sound Design Soundspace, CO Matt Polis, sound designer. Talent Randy Rieman, cowboy poet/writer
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More