Jay Peak Takes Page Out Of Mad River Glen’s Book

Adweek: Almighty has unveiled its first ad campaign for Vermont’s Jay Peak Resort. Creative stresses the “kinship” between serious skiers who view winter sports as an avocation rather than a pastime.
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The theme of the effort is “Move up,” and the work—which features portraits of average people not immediately recognizable as avid skiers—will run mainly in winter-sports publications. Spending will be in the mid-six figures.
“Jay Peak is a serious mountain for serious skiers, like myself,” said Christopher Smith, a partner at the independent shop.
A quartet of former Euro RSCG 4D employees founded Almighty in March. It has handled projects for SportsMax, Audi, Puma, Staples and Boston-based Walden Media.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.