Altitude Drop
Turns out, Swedish Match fans really love to ski. So what better way to engage them than to meet them on the mountain. My team wrote and directed an anthemic, branded ski film, Kiss the Sky, to capture the essence of being amongst the wild nature, enjoying the freedom Swedish Match provides.
We partnered with Your Majesty to craft a new way to launch Kiss the Sky. Rather than just posting to YouTube alongside a mountain of ski films, we gamified the watching process by enticing skiers to show their love for the sport. The "Altitude Drop" experience required passionate skiers to prove their altitude to unlock an epic ski film.
Case Study & Website
In order to reach the most experienced skiers first, the film began its descent at 13,000 feet and, over the course of a week, carved its way down the mountain. To unlock the film, skiers had to prove that their altitude matched or surpassed the film's altitude on that day by checking in—with GPS enabled—on their smartphones, the website, or a stand-alone iOS app.
When the film finally reached the mountain's base, it became available to everyone—at any altitude. At the end of the campaign, fans could explore the stats: from the highest-altitude check-in to the number of cities (152) and countries (22) that unlocked the film. They could even access exclusive, behind-the-scenes footage.
Roles
Platform Ideation
Campaign Ideation
Copywriting
Credits
Agency: McCann New York
Production: Poor Boyz Productions Creative Technology: Your Majesty CCO: Linus Karlsson
Creative Director: Håkan Nyberg
ACD Art: Rasmus Keger, Morten Halvorsen
Copywriter: Meghan Puhr
Designer: Jean Shim