Southbound 5 - A contest and a ski documentary. Our client Swedish match wanted to make a name the ski community. So we set out to make a very ambitious competition with a very attractive price - the winners would get a private film reel shot by the the top ski film producers in the business. And on top of that the winners would be a part of a 30 min documentary shot in Chile. We were looking for 5 skiers that were very close to being professional. We got tons of video submissions but only five made it to the final select - this is the southbound 5.
CLIENT
Swedish Match is a Swedish company best known for producing snus—a moist, smokeless tobacco product popular among skiers and outdoor enthusiasts in Sweden. Looking to expand their reach, Swedish Match set their sights on connecting with the ski community in the United States.
PROBLEM
Despite its strong presence among skiers in Sweden, Swedish Match was relatively unknown in the U.S. ski scene. To build credibility and excitement within this tight-knit and passionate community, the brand needed an authentic and engaging way to break through.
IDEA / INNOVATION
We created Southbound 5—an ambitious contest and ski documentary - brought to you by Swedish Match. The challenge: find five amateur skiers on the verge of going pro and give them a once-in-a-lifetime reward. Winners would be flown to Chile to star in a 30-minute ski film, shot by some of the best ski filmmakers in the industry. The campaign generated hundreds of submissions and made a lasting impression in the U.S. ski world. This is the Southbound 5.
Documentary:
