UNITED BY SNOW
To introduce the winter sport category of the TERREX brand and its focus on sustainability, we conceptualized a community-driven campaign with the perspective that winter sports of any kind provide people with a better understanding of the reasons we need to protect the planet.
Aptly named “United by Snow,” this campaign’s narrative, led by an honest approach to conversations on sustainability in the outdoor industry, speaks to one relatable truth: All winter sports enthusiasts and consumers share their love of and need for snow.
SERVICES
Strategy
Concept Development
Creative Direction
Art Direction and Design
Digital Design
Production
Post Production
A LOVE LETTER TO WINTER
Highlighting the world class roster of TERREX athletes, and led with a scripted narrative delivered by U.S. skier Mikaela Shiffrin, our campaign strategy included a launch through all channels, from a fully strategized digital and e-com experience, to an engaging social rollout delivered by both brand and athletes, with hyper-focused OOH and print. Our creative also drove the retail narrative for the first TERREX flagship store.
VISUALLY DRIVEN
We explored a range of visual possibilities from organic and humanistic to premium and refined, with everything in between, before aligning the narrative and the aesthetics with cohesion.
A clean, premium, and considered visual direction, with an asymmetrical, image-driven look allows the stunning imagery to capture attention. Paired with consistent and powerful brand messaging, we created a strong visual foundation from which all channels could be activated with maximum engagement. For a signoff that brings the consumer back to the brand’s foundational aim, we included a nod to sustainability, embodied by the global adidas initiative to End Plastic Waste.
A GLOBAL STAGE
Campaign assets were captured on multiple continents with a variety of leading athletes in their respective sports. We managed multiple capture productions with local crews, shot on location across the globe, including Austria, Sweden, Utah, Idaho, Switzerland, and beyond. This international approach ensured the multi-sport campaign remained driven by the authenticity and power of our athletes in their natural habitats, which was paramount.
DIGITAL FIRST
Our strategic digital journey tiered our creative with a storytelling focus for top-level attraction, keeping the customer engaged with the narrative. We then unpacked our campaign further as the consumer journey continued through different levels on different platforms, focusing on story, product, tech, or a combination of all depending on the touchpoint.
A CALL TO ACTION
Together, we sustain tomorrow through change today. As an extension of the campaign itself, we went a step further to create a sustainability look book, with simple and inviting steps all participants in winter sports could take to work towards ending plastic waste.
AT THE CORE
The core of each sport featured in this campaign has a completely unique subculture of its own, a fact that isn’t lost on us. Snowboarding leads the charge for nuanced style and culture in the world of winter sports. We directed and produced a feature short film to support this consumer, starring the TERREX global snowboarding team doing what they do best throughout the winter: letting their skill and personality shine.
