Tahoe South is "The Wild Side" of Lake Tahoe
Both sides of Lake Tahoe have the requisite renowned ski slopes and beautiful vistas. Taking that
as a given, we promoted Tahoe South by pointing out the one thing the South Shore had that the North Shore didn't: a nightlife. The point of differentiation was so simple that all we had to do was wrap public things with two halves: a boring side and a fun side. Breaking from traditional ski destination advertising, we traded landscape photography for colorful energetic illustrations. After
all, we weren't selling a place, we were selling a spirit and an energy and the idea that there was only one place to get it.
REBRAND 100 global awards - Merit
Both sides of Lake Tahoe have the requisite renowned ski slopes and beautiful vistas. Taking that
as a given, we promoted Tahoe South by pointing out the one thing the South Shore had that the North Shore didn't: a nightlife. The point of differentiation was so simple that all we had to do was wrap public things with two halves: a boring side and a fun side. Breaking from traditional ski destination advertising, we traded landscape photography for colorful energetic illustrations. After
all, we weren't selling a place, we were selling a spirit and an energy and the idea that there was only one place to get it.
REBRAND 100 global awards - Merit
ABOVE: We wrapped articulated buses in San Francisco to illustrate the two sides of Tahoe.
BELOW: And we placed this billboard at the split where travelers make their final decision to go north or south.
BELOW: And we placed this billboard at the split where travelers make their final decision to go north or south.
TOP - Tahoe South
BOTTOM - The north side of Lake Tahoe
BOTTOM - The north side of Lake Tahoe
Illustrator: Kustaa Saksi