Brand Relaunch: Play Big

In May 2008, Mammoth Mountain—Southern California’s largest Ski Resort awarded its account to LA-based independent ad agency David&Goliath and asked them to launch its new identity. As the winter season gets under way, D&G is re-launching the brand with a campaign that is truly larger than life.
A highly visible billboard on the 405 interstate has been turned into a half-pipe and a snowboarder is using it to jump high in the air. Beneath Mammoth’s logo is its new tagline: “Play Big.” Upon closer examination viewers will realize that the snowboarder is in fact a mannequin, dressed in the latest gear donated by Quicksilver and DC. The board was developed with the help of Atomic Props and will be up for at least 60 days.