The category is low budget. In this case, we had none whatsoever. So the main driver was the creativity, the oddity of the situation and the humoristic approach to this 'reminder' of their summer plans and promotions.

It was relevant to the brand because it allowed it to have a voice and presence at an untypical time of the year to communicate in a timely and appropriate tone.

Apart from the time of each team member of the agency, and a couple of thousand dollars for hotel, ski rental and gas money, the campaign did not cost any money. We decided to do it, on our free time and with the belief that the results would bear commercial benefits.