O’Neill posed us a challenge - redefine the narrative for the modern ski & snowboarding community and position its winter collection as the pinnacle of style and performance on the mountains. They wanted to captivate the audience’s attention and resonate with their spirit, regardless of their style or skill level.
Our aim was to craft a campaign that connected with O’Neill’s key customer personas - the “Freeride”, “Freestyle” and “All Mountain” adventurers. The focus was on magnifying the free-spirited essence of the mountain experience, emphasising the thrill of shredding the slopes and showcasing exhilaration in a way that resonates authentically.
Drawing from O’Neill’s history in snow sports, our creative concept paid homage to the vibrant era of extreme sports, particularly the 1990s and 2000s. Our Directors, Callum and Jordan Earnshaw, drew inspiration from their personal experiences growing up within the action sports culture of that time. The campaign was infused with the essence and influence of iconic skate and BMX films like CKY, Jump Off A Building, Misled Youth, Wide Awake Nightmare, Can I Eat? Sorry, Yeah Right, encapsulating that raw, adventurous energy.
We considered how to weave this narrative seamlessly across various platforms - eCommerce, retail and social. The concept of “Chill Seekers” emerged as a unifying theme, resonating with the mindset of both skiers and riders, offering an escape from the ordinary. Laax in Switzerland served as the picturesque backdrop, perfectly capturing the essence of our three key personas in action.
Working closely with genuine ski & snowboarding athletes, we were able to authentically encapsulate their passion and skill. This collaboration brought forth a candid honesty that celebrates the true spirit and culture of these sports, portraying a genuine, unfiltered representation of life on the slopes.
