The Great Northern, a new yeti-sized winter festival in the Twin Cities, needed help defining its brand and raising awareness. So we strapped on our mukluks and got to work. We started by creating a modern brand identity that reflected a passion for winter while nodding to Minnesota’s Nordic heritage. Then, over Super Bowl weekend hosted in Minneapolis, we organized a PR activation using one man, a pair of snowshoes, and all of Target Field.
To generate excitement and awareness, we partnered with world-renowned snow artist Simon Beck to create one of his signature designs in a stadium for the first time ever. It took 10 hours and over 45,000 steps to cover Target Field in a massive geometric design using only his snowshoes.
The installation generated over 250 million impressions and counting, and was picked up by news outlets such as Nightline, USA Today, National Public Radio and The Washington Post.