It’s been a while since I had the chance to go back to the French mountains and plow the tail of my Burton FreeRide through some fresh white powder. Thinking about it makes me dream already from that thrill you get when you head for the edge and kick off into the air. Nothing but the sound of wind for a few seconds and a wonderful feeling inside of me. Damn. I should really try to go boarding again. Why am I telling you all this? It’s because of the installation Roberto sent me which is featured below. This is why marketing does work. If there’s anything a decent promotional installation should do, it must be inviting people to dream and make them feel like they want what they see. In this case I felt a personal connection. I started to dream. I want to go to the place where this is possible. I desire. And that’s what it’s all about. Desire. Wanting. Dreaming. This is, to me, a perfect example of how it should be done.
What I also like, but isn’t shown that good on the pics, is the fact they’ve placed some images next to the installation where the landscape is pictured upside down. The way you (the boarder) see it when you go for some nifty trick. It’s in the details, really.
Copy on the board: “Trentino. Land of the Snowboarder”
Client: Regione Trentino Alto Adige
Agency: JWT Italy, Milan
Executive Creative Director: Pietro Maestri
Creative Directors: Flavio Mainoli / Paolo Cesano
Art Directors: Fabrizio Pozza / Marco Vigano
Account: Francesco Mirolo
Thanks, Roberto