Heavenly: black diamond for apres-ski

Highway 395 is a long, congested stretch of asphalt connecting the greater Los Angeles area with Mammoth Ski Resort. If you ski at Mammoth, you drive that road. And if Mammoth has a problem, it’s that they roll up the sidewalks when they shut off the lifts. So D/C’s crack media department bought boards up and down 395, and D/C’s ace creative department put together a series of tongue-in-cheek ads trumpeting Heavenly’s non-stop nightlife. The result? Angelenos traversed over in droves.

Case Studies