A beastly rebrand.

When skiers and snowboarders plan their mountain getaway, the options seem limitless. Whether you’re purchasing a day pass or using your Ikon Pass, Killington wants shredders to choose their slopes. We were tasked with creating a full-funnel campaign that allows Killington to tell a compelling story as to why they are different from other mountains. The Insight: Our audiences are truly unique individuals – they are Beasts in every aspect of their lives. And Killington is the only mountain where they can truly connect with the Beast that’s already inside of them.

Staying close to our strategy, Be the Beast became more than an insight, but a direct line to how we planned to connect to our audience. Being the Beast wasn’t magic, or something you transformed into upon arriving at Killington’s base. No. Being the Beast was already inside the type of individual who wanted to ski or ride Killington’s terrain. This audience doesn't back down from anything. Not deadlines at their 9-5 or cheffing up a five-star meal for their five-year-old. They carve the slopes head-on because their spirit for adventure is untamable. This attitude seeped into every message of this campaign. We learned how to speak Beast to summon them to the slopes where they belong.

The lifts have just opened for the season. We can’t wait to hit the slopes, ah, we mean report on this campaign's analytics.