How far would you go for a lift ticket? - Mont-Sainte-Anne & Stoneham | Clapboard Ad Archive

In 2015, Mont-Sainte-Anne & Stoneham and agency 32 Mars delivered a cold rush of creative energy to the Canadian recreation and leisure market with How far would you go for a lift ticket, an ambient campaign that translated the heart-pounding anticipation of ski season into a tangible test of endurance and desire. Leaning into the visceral experience at the core of winter sport, the campaign transformed snow guns—icons of the slopes themselves—into symbolic gatekeepers, challenging passing would-be skiers and boarders to step up and brave relentless blasts of artificial snow, all for the chance to earn the coveted reward of a lift ticket. It was, in essence, a dramatization of the passion, resilience, and sense of playful risk that defines the audience’s relationship with these beloved ski destinations, and the activation succeeded at turning an otherwise functional piece of mountain infrastructure into a vehicle for experiential intrigue. This approach sits squarely within what Clapboard’s taxonomy classifies as FORMAT#9—Symbolize the Benefit, as the snow guns become exaggerated metaphors for the trials and thrills awaiting true enthusiasts, distilling the emotional and physical stakes of a day on the mountain into an interactive spectacle that compelled audiences off the sidewalk and onto the snow. Rather than relying on passive media or trad storytelling, Mont-Sainte-Anne & Stoneham and 32 Mars tapped into the power of participation and presence: setting the campaign in real environments blurred the line between stunt and invitation, with the physical discomfort of the snowstorm offset by the promise of alpine adventure. The clear call to action channeled engagement back to both resorts’ official online hubs, transforming fleeting moments of impact into deeper brand exploration and intent—a strategic bridge between experience and conversion. In its creative ambition, the work put a fresh spin on destination marketing for the travel and leisure category, highlighting the lengths to which brands can go to activate their core tribes and spark word-of-mouth beyond the base lodge or the web banner. According to Clapboard’s global creative archive, the campaign earns a score of 63/100. This campaign matters because it demonstrates how ambient interventions, when anchored in authentic brand symbols and consumer bravado, can elevate travel marketing from mere invitation to active challenge.