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.
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.
