Lack of content was the main challenge for this North American campaign aimed at promoting and educating the consumer about the Santa Ana skis — Nordica’s Women's Ski Collection. All we had to work with was a few studio shots and roughly 10 subpar lifestyle images, which made creating fresh and intriguing content a tough task. The content did not even pass our brand standards for social media publishing let alone a full blown advertising campaign. This meant we had to activate our creative team.
If you’ve ever met Cat or read any of her ski copy, you know she has a great sense of humor. It was no surprise that she came up with really fun and engaging prompts like you would see on a dating app. Cat rewrote the typical dating app prompts as if you were looking into “dating” your skis. Categories like terrain, après and conditions all became the new, ski-industry specific criteria. She kept all tech lingo out of this campaign because she truly wanted to speak to the consumer and highlight the experience you would have when skiing on each one of the Santa Ana skis. Cat gave each ski its own unique personality, and each ski’s “dating profile” captures the essence of a day in the life of skiing on each particular ski.