Denver Awards
Category
Promotional / Posters
Annual ID
DEN23_DE036S
Vail doesn’t look like any other mountain town in North America. It wasn’t built from a mining camp, railroad stop or cowboy hideout. It was purpose built as a high-end, Bavarian-inspired ski destination nestled in the Rocky’s that appeals to an international audience. And from that foundation comes an ethos of adventure, style, romance, fashion, play, achievement and self-actualization. Our Spring / Summer / Fall campaign unapologetically leans into this heritage and positions Vail as a singular destination in the U.S. that’s not afraid to push into the surreal, the fantastical, and a dream-like space of romantic escapism. When you’re here, you have fewer responsibilities, commitments and distractions. The burdens of life don’t feel so heavy in this mountain air. You feel lighter. It’s easier to relax, fall in love and get carried away.
This campaign changes the well-worn hiking, biking, smiling family-of-four visual narrative of the mountain travel and tourism category. It’s a shift that blends style and fashion with an iconic destination, with one very important purpose. It’s a reminder to enjoy life, and do it now.
This campaign changes the well-worn hiking, biking, smiling family-of-four visual narrative of the mountain travel and tourism category. It’s a shift that blends style and fashion with an iconic destination, with one very important purpose. It’s a reminder to enjoy life, and do it now.
2023 Awards
Total Points: 7
Silver Winner
Credits
Agency
Cactus / Denver
Art Director
Matt Chiabotti
Chief Creative Officer
Norm Shearer
Executive Creative Director
Brian Watson
Photographer
Nikolay Tikhomirov
Caitlin Fullam
Jack Affleck
Senior Art Director
Spencer Beuerle
Senior Creative Director
Jeff Strahl
Senior Producer
Annie Carney
Account Supervisor
Heather Vazza
Print producer
Raven Checkush
Production Design Manager
Stephen Hausrath
Project Management Director
Helen Rudolph-Shabinksy
Retoucher
Cream Studios
VP, Account Leadership
Ainslie Fortune
VP, Brand Strategy
Mike Lee
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