DO YEWWW became the rallying cry for this years campaign, getting people stoked for the season. It captured that sensation you get when you slide into fresh pow, finally hit the trick you’ve laboring over, or tailgate at lunch with friends in the parking lot.

IKON was positioned to grab attendees attention and bring them into the never-ending sense of adventure that comes with chasing winter. Ample seating, including the iconic IKON Pass chair lift, along with a free coffee bar, summoned attendees into the space as they ascended the escalator.

A monolith wall hosted a brand video on one side to introduce attendees to their offerings. The other side was an interactive touch screen TV where people could plug in their bucket list destinations, all set inside a grid of IKON resort names.

A photo gallery of curated ski photography curated by renowned outdoor photographer Trevor Graves sits at the rear of the space, allowing people a break from the chaos of the event.

A custom neon DO YEWWW sign sits below a living moss and plant wall, bringing energy while also bringing the outdoors in. Seating in front gave people a place to relax while wirelessly charge their phones.

A campaign manifesto sits atop custom IKON illustrations that celebrate all of IKONs offerings. Additional visual texture provided in the space through lifestyle photography of people celebrating their YEWWW moment.

Targeted brand touchpoints and events brought the space to life even further.

Utilizing the classic Denver Convention Center Big Blue Bear, we draped it with an IKON Pass, putting IKON Pass top of mind as attendees entered the event. A navigational sign sat at the top of the escalator, becoming a first touch point as attendees that celebrated the robust amount of IKON resorts all over the world.

Avalanche dogs were brought in so that people could learn about resorts and how avalanche dogs are used to protect them.