K2 Ski Boot Launch
With K2’s heavy investment into the ski boot category, a loud launch campaign was needed to introduce the new product line. The result was a not so subtle jab at a leading ski boot manufacturer Lange and their ongoing ad campaign The Lange Girl. The spoof was so successful we expanded the campaign into global tour and multiple spinoff videos.
ClientK2 SkisMy RoleArt Director / Senior Designer
Global Tour
Our European and Asian partners loved the campaign so much that they requested Mullet as an in person activation. We ended up sending him overseas on a tour spanning 15+ countries, where he introduced the new products, signed large posters of the ad, and spun records late into the night.
Customers showed up dressed as Mullet, ready to stoke the flames of K2’s brand personality: great gear, big parties, and epic days on the mountain. The campaign’s results were massive, but most importantly, it cemented K2 as a serious player in the ski boot market.
Credits
Thanks to Jeff Mechura, Ryan Schmies and DJ Mullet (incredible DJ if you need one in the Seattle area) for bringing this character to life.
Photographer: Bo Bridges
