Mark Abma, Michelle Parker, & Doug Stoup are Pro Snow - The Climate Reality Project | Clapboard Ad Archive
The Climate Reality Project’s 2014 campaign Mark Abma, Michelle Parker, & Doug Stoup are Pro Snow, conceived by Crispin Porter + Bogusky for the public service sector, enlists three of winter sports’ most respected athletes as visible advocates in the fight against climate change, smartly leveraging their credibility and personal stake in snowfall to reach both sports enthusiasts and environmentally conscious audiences. Building on the insight that traditional climate communications often fail to make the issue feel personal, the campaign bypasses data-driven appeals and instead places professional skiers and snowboarders—whose connection to snow is existential—at the center of a conversation about preservation and urgency, all framed with a wink by positing what snow itself might think of their efforts. The film asset, which forms the heart of the campaign, takes a documentary and social experiment approach to reinforce authenticity, using real figures instead of actors or constructed storylines and allowing their lived experiences to serve as narrative proof points of a changing environment. With its core message delivered in a conversational and lightly humorous tone that invites engagement without heaviness, it avoids alarmism and positions the Climate Reality Project as a brand capable of making the climate imperative feel approachable and achievable. The campaign underscores that the stakes of climate inaction are not abstract; they are keenly felt by those whose professions, passions, and identities are bound to the integrity of winter itself, with Mark Abma, Michelle Parker, and Doug Stoup anchoring the work as trusted messengers rather than distant figureheads. Clapboard’s 12-format taxonomy would recognize this approach as FORMAT#8 — Ongoing Characters or Celebrities, with the athletes’ recurring presence delivering built-in trust and recall, and the campaign’s messaging aligning squarely with the strengths of influencer-led advocacy in the public interest space. The campaign’s central activation, directing viewers to iamprosnow.org, weaves audience action into the narrative, transforming awareness into advocacy without overt didacticism or polarizing rhetoric. By focusing on personal investment and emotional connection—rather than the usual parade of statistics—the initiative signals a maturing of strategic communications in public service marketing, placing citizen action on par with institutional responsibility. The campaign earns 63/100 in Clapboard’s global creative archive. This matters to the industry because it demonstrates how celebrity-led creative, rooted in lived experience and delivered with tonal clarity, can reframe climate advocacy to resonate across communities passionate about both sport and sustainability.
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