We brought the braaap back
Photo / Design / Strategy
BRP, Ski-doo
BRP, Ski-doo
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Being a Ski-Doo devotee makes no sense. It’s expensive. You can only ride for a few weeks a year. A month or two if you’re lucky. It’s physically demanding. You freeze. It’s risky.
And that’s exactly why people do it.
For this second Ski-Doo campaign, our goal was to celebrate riders in all their irrationality.
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Challenge
We had to shine a light on a culture we weren’t a part of. That is, the culture of hardcore snowmobile fanatics. True riders. And every time we put a marketing filter on any insight related to that culture, it immediately felt fake.
Idea
We decided to step back entirely from our original concept and try to capture riders in their natural state through their own eyes, and not through the lens of an advertising team. To do this, we:
Gave cameras directly to our ambassadors to capture an authenticity we couldn’t possibly get from the outside as creatives.
Installed microphones inside everyone’s helmets to record raw, unscripted reactions.
Brought along a street photographer instead of an extreme sports photographer to capture the moments between the more classic action shots.
Adopted an aesthetic closer to amateur snowmobile films rather than traditional ad campaigns.
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Credits :
Creative : Collection
Strategy : Après-demain Studio
Executive Production : Marie-Hélène McCormack, Marie-Christine Côté, Joëlle Binet, Nathalie Norambuena
Line Production : Shin Campos, Steve Henderson, Stu Andrews for Arcade Motion
Photography : Liam Furneaux, Aaron Blatt
Direction : Leo Hoorn
AD : Stu Andrews
Cam operation : Gabe Langlois
Sound Recording : Kevin Dewar
Editing : Alex Miglierina
Original Score, Sound Design and Mix : Supersavant
Color Grading : Charles-Étienne Pascal for Arketype
Motion Design : Mathieu Rouland, Yoan Boisjoli
Video Post-Production: Mathieu Taggart for Arketype
Pro Riders : Carl Kuster, Carver Kuster, Nadine Overwater, Hana Beaman, Rob Alford, Melissa Walper, Charles Gagné, Steve Martin, Troy Oleson, Preston Cowing, Curt Peterson
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