Arapahoe Basin
There’s a lot of bullshit in the world of skiing these days. Most resorts are adding posh, expensive amenities, but none of that matters to those who are there for what really matters: the skiing. We’re planting our poles as the ski spot that’s no frills, just fun. No resorts, just runs. And above all, No Bullshit.
No BS
In video, we created no-nonsense 15s, touting the no BS experience skiers can only get from Arapahoe Basin.
No boutiques, spas, VIP lines, or any of the other bullshit that gets in the way of the one thing real skiers actually care about: the skiing.
Our “No Bullshit” attitude carries over into print and OOH. By paring epic ski imagery with brutally honest language that pokes fun at luxury resorts, we’re cutting right through the bullshit.
Mountain Installations
Skiers’ favorite mountains are being restructured to look more like theme parks than ski resorts, filled with amenities real skiers don’t care about. In response, we’re placing construction signs in high-traffic areas—announcing all the things we won’t be building.
Social
On social, we created over 250 assets targeting Denver area skiers and IKON passholders, positioning A-Basin as the mountain for real skiers who just want to hit the slopes without all the BS.
