Kiss the Sky
Role Copywriter & Screenwriter
Client Swedish Match
Agency McCann New York & Ming Entertainment
CCO Linus Karlsson
CD Håkan Nyberg
ACDs Rasmus Keger & Morten Halvorsen
Production Poor Boyz Productions
Turns out, Swedish Match fans really, I mean really, love to ski. So what better way to engage them than to meet them on the mountain? The team at McCann NY pitched a branded ski film to capture the essence of being amongst the wild nature, from epic jumps to crispy carves, all while enjoying the freedom Swedish Match provides.
I co-wrote the script for this poetic, anthemic short film, and the team headed out to Keystone, Colorado, for a three-day production from the resort to the backcountry (where I also learned to ski and discovered why everyone is obsessed with aprés). But rather than cutting some digital assets and posting the film on the Internet, we thought of a more unique way to unlock and in tandem, entice our core audience of skiers to show their love for the sport.
Insert: The Altitude Drop Experience.
Altitude Drop
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 watch 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.
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