Sun & Ski Sports faces a unique issue during the transitional spring break season. There are still customers that are out on the slopes and others are taking trips to the beach. The idea behind the Spring Break This or That campaign was to create a light-hearted competition between those that vacation in snowy destinations versus those that enjoy sun and sand. Customer-facing advertisements would most often depict two different activities in two completely different climates with some sort of relatable, subtle nod to each other. Like a person snorkeling with scuba goggles on, juxtaposed to a snowboarder blasting up the wall of a halfpipe with snow goggles on.

Of course the real magic of the campaign’s underpinning happened on social media. We polled our followers, encouraged them to send us their planned spring break activities and we then shared them with our audience. There has always been an unspoken - and sometimes spoken - rivalry between skiers and snowboarders, and we used that as the catalyst for the development of this campaign.

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