LOS ANGELES Independent Cultivator Advertising & Design this week unveiled a series of full-page, cross-promotional print ads uniting four winter-sports apparel brands under the Professional Ski Instructors of America organizational umbrella.
Set to launch in the spring 2005 issue of industry quarterly The Professional Skier, the campaign denotes the first time PSIA has aligned itself with a single ad shop to handle these sponsors' marketing efforts, an agency representative said. "It's kind of an unusual challenge, having to satisfy four separate co-marketers with a distinct look, yet still create a cohesive campaign," the rep said.
Entitled "No yard sale"—ski terminology for "a spectacular fall in which various items are left scattered," the rep explained"—the campaign was crafted by an agency team including creative director, art director Chris Beatty, creative director, copywriter Tim Abare, and art directors August Sandberg and Monte Mead.
Cultivator, in Denver, developed a distinctive style for each brand, relying on visual humor and hyperbole. To convey the benefits of Leki's lightweight equipment, an ad displays ski poles in the shape of a feather. Patagonia apparel's larger-than-life bar code image emphasizes the convenience of placing orders online, and a snowbound polar bear keeps his paws warm with Swany gloves. In a final execution, a man sleeps comfortably while wearing his Ovo ski helmet; text overlay reads, "So light you may forget it's on."
Although the campaign budget was small—in 2004, the four companies and PSIA spent less than $1 million on advertising, per Nielsen Monitor-Plus—the ads are expected to reach most of the group's 29,000 ski-instructor members. A percentage of the sponsors' product sales will benefit the Lakewood, Colo.-based association.