Title	THE LAST DAY PASS
Brand	MOUNTAIN VISION
Product/Service	SKILIFT TICKET
Category	G01. Local Brand
Entrant	SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation	SERVICEPLAN GERMANY Munich, GERMANY
PR	SERVICEPLAN GERMANY Munich, GERMANY
Production	NEUESUPER Munich, GERMANY
Additional Company	PLAN.NET Munich, GERMANY

Name	Company	Position
Alex Schill	SERVICEPLAN GROUP	Global Chief Creative Officer
Matthias Harbeck	SERVICEPLAN GROUP	Chief Creative Officer Germany
Markus Maczey	SERVICEPLAN GERMANY	Creative Managing Partner
Tobias Mayer	SERVICEPLAN GERMANY	Executive Creative Director
Friederike Fröhlich	SERVICEPLAN GERMANY	Creative Director
Michael Lux	SERVICEPLAN GERMANY	Senior Art Director
Stephan Westerwelle	SERVICEPLAN GERMANY	Senior Art Director
Julia Nicolaisen	SERVICEPLAN GERMANY	Account Managament
Laura Bergler	SERVICEPLAN GERMANY	Junior Copywriter
Nadège Jaussi	PLAN.NET GERMANY	Senior Account Manager
Alexander Kneifel	PLAN.NET GERMANY	UX/UI Designer
Steffen Rodewoldt	NEUESUPER	Executive Producer
Sandra Cavero	NEUESUPER	Producer
Manuel Zoller	NEUESUPER	Camera
Benedikt Haas	NEUESUPER	Editor

Why is this work relevant for Brand Experience & Activation?

The Last Day Pass manages to charge the topic of climate protection with fun. When you think of climate protection, you immediately think of renunciation. We call on the target group not to give up their beloved winter sports in favour of the climate, but to ski or snowboard even more - with the Last Day Pass.

Background

Glaciers around the world are melting due to global warming. The Vorab glacier in the popular ski resort of Laax in Switzerland is also affected by the dramatic melt. According to calculations of the ETH Zurich, it will be gone forever in 35 years. Until 20 years ago in mid-June the Snowboard Summer Camp took place up on the glacier. Nowadays, this is no longer possible due to the massive melting of the glacier. The ski and snowboard community in Laax is very large and international, so we want to give them the change to save their beloved glacier for as long as possible.

Describe the creative idea (20% of vote)

Together with ETH Zurich we calculated the last day to ski on the glacier – 03.04.2056. Then we gave boarders the power to push that day further into the future. By transforming snowboard passion into climate protection – with the Last Day Pass.

Describe the strategy (20% of vote)

Each pass sold postpones the last day by 10 minutes, because the proceeds are used to compensate a guaranteed amount of 1000 kg of CO2. In addition, trees are planted around the glacier to also bind CO2 from the atmosphere in the long term.

Describe the execution (30% of vote)

The pass can be purchased at the lift station or via the webshop on the website. On the website you can find information about the project and see how much time has already been postponed. We promoted the Last Day Pass with an integrated global campaign. We posted ads on all social media platforms. Large OOH visualized the problem with red signal colour and strong headlines. Posters and Stickers spread the case in the entire ski area. In addition, the back of every ski ticket sold in Laax is printed with the key visual of the Last Day Pass project. The campaign started in December 2020 and will go on.

List the results (30% of vote)

The press loved the campaign and international pro-snowboarders promoted the pass and raised their voice to join the movement. Even the famous snowboard brand Burton supported the project and sold the pass in their flagship store. So within one week we compensated 291.000 kg of CO2. Each year 880.000 visitors buy a day pass in Laax, so each year we can prolong the life of the glacier by 17 years.

Please tell us about the brand in relation to the locality or market where the product / service is distributed

Laax is one of the biggest and coolest snowboard areas in Switzerland. International competitions take place there every year. The Laax brand relies on good and close cooperation with all the locals.