Jay Peak: But did you die?
"We aren't for everyone" is a point of pride at Jay Peak Ski Resort. Jay Peak is known for its annual snowfall and intense conditions. Or at least, it used to be. In 2010, new owners bought up the area and bulldozed the old simple hotel, raising a family-friendly four-season resort in its place. Their core audience of advanced Northeast skiers wasn't too happy with this, and Jay Peak has been struggling to win their favor back. But, the mountain itself is the same brutal beast it has always been—this audience just needs to be reminded of it.
Awards: x1 Gold Student ADDY in Art Direction; x2 Silver Student ADDYs in Copywriting, OOH/Transit Campaign; x1 Finalist in Integrated Campaign (AAF SF Bay Area)
Copywriting & Concept: Jamie Baden | Art Director: Sydney Harmon | Mentor/CD: Roger Muller
