Ikon - Creative Brief

The ask: Create a brief for Ikon that evokes inspiration in a creative team.

The insight: While Ikon has a strong core group of customers, it is missing out on people who want to try skiing but are intimidated by its expenses and inaccessibility.

The strategy/solution: Become the voice that calls for a more open and inclusive ski culture.

BIG IDEA: People wanting to try skiing isn’t the problem, getting them on the mountain is.