OFFICIAL PRESS RELEASE– Wintersteiger's "Park and Pipe: Feet" poster won a Silver ADDY® Award in the Utah Advertising Federation's ADDY awards, the first of a three-tier national competition. Wintersteiger, the global market leader in ski and snowboard servicing machines, engaged Crowell Advertising in Salt Lake City to create the poster. The full-service marketing agency is also charged with managing Wintersteiger's U.S. branding strategy.
"For a European brand deeply rooted in the ski racing scene, we knew we needed to be strategic with our marketing as we shifted our focus to the U.S. recreational ski market," said Ryan Eittreim, sales manger at Wintersteiger. "One wrong move and our brand could have been permanently alienated. So, we challenged Crowell to design collateral to meet the needs and trends in the ever-changing ski world."
The winning poster depicts a snowboarder riding a half pipe with a team of bare feet stemming from the base of the snowboard. In the trademark "Wintersteiger Green" color way, the feet illustrate the unique, quality performance achieved when tuning boards with Wintersteiger products and services.
"Admittedly, the poster is a little weird,” said Chip Haskell, vice president and creative director for Crowell. “Sometimes that’s good, and sometimes, that’s not so good. In this case, the weirdness works in the sense that snowboarders and skiers like the abstract design and the silent message. Not surprisingly, their first comment is usually, 'Where can I get one of those (posters)?' And that's always a pretty good indicator that you’ve created a real connection with your target audience."
"Response to the posters has been awesome," continued Eittreim. "Our shop customers plastered their walls right away. We're stoked on the designs Crowell has brought to the table. They continue to contribute ideas that exceed our expectations."
The "Park and Pipe: Feet" poster won Silver in the "Collateral Material – Posters" category.
According to the UAF website, the ADDYs are the advertising industry's largest and most representative competition, attracting over 50,000 nationwide entries every year in local ADDY competitions. The mission of the ADDY competition is to recognize and reward creative excellence in the art of advertising. The UAF ADDY Awards are the first of a three tier national competition.