Big Sky, Montana, home to enormous Lone Peak, is a mountain of unparalleled scale. Until now, this extraordinary piece of geography was working hard to sell season passes, heavily leaning into the trademark of “Biggest Skiing in America.” To rise above the commoditized sale of big snow and big mountain, we were asked to bring relevant and sustainable meaning to the existing “Live Big” positioning. For that, we turned the spotlight away from Lone Peak, and focused on the people instead. We called it The Big You. Here, the spectacular geography becomes the backdrop for the best (and biggest) version of yourself. Far beyond skiing, the Big You is the aspiration we all carry within us no matter the season. The campaign’s distinct voice seamlessly integrated across summer and winter, as well as up and down the funnel from brand to tactical messaging.
