Objective:

• Change the way people feel about weather by showing how sport transcends depression, turning cabin-fevered pessimists into frolicking mud-splattered optimists
• Inspire people to think positive thoughts and make the best of bad situations -- inspire them to get out an enjoy - even bad -- weather

Target Audience:

• All athletes
• Excuse-prone athletes 18 - 24

How Magazines Were Used:

• Use of space and impactful imagery to connect with readers and stir emotion

Results:

• Sell through on Pegasus was 27 - 60% at leading retailers
  • One retailer moved 70% of Air Shasta inventory in only 2 months
• Great feedback from retailers/consumers

Industry Awards:

• 2002 MPA Kelly Finalist
  
• Cannes Silver Lion
  
• One Show Gold Pencil
  
• Art Director's Club Gold
  
• ANDY Award

Other Recognition:

Comments: