An incredibly humble campaign for a legendary brand
As an agency with a 20cm rule, it doesn’t get much better than working on heli-ski brands. We’ve been happily creating campaigns for Mike Wiegele Heli-Skiing for the past five years, evolving them each season with a slight twist on the original insight, always guided by Mike’s involvement with the operation. We were tasked to help MWHS stand out from the pack, and while it's easy to fall back on incredible photography, we aimed to create impact through clever language and simple, but bold design.
A Pretty Good Day
We broke away from the industry’s usual epic promises, using big, authentic ski photography paired with witty, understated messaging. Bold typography and strong colour floods captured the attention, while reinforcing MWHS’s confidence. By downplaying the hype and focusing on the fun, this campaign stood out visually and conceptually, making MWHS the operation that didn’t need to shout.
Let's Go Skiing
Mike's famous catchphrase, “Let’s go skiing,” became the heart of this campaign. With his gradual departure from the business, we decided to add his famous saying as the campaign's primary call to action for a subtle refresh as a way to celebrate Mike’s iconic leadership and personal touch, creating a powerful connection with long time, loyal guests.
The Spirit of Wiegele
After Mike’s passing, we wanted our next campaign to subtly and respectfully pay tribute to his enduring legacy, without focusing on the loss. Using expansive, majestic ski photography and established bold MWHS branding, the campaign showcased the unique Wiegele spirit that goes beyond skiing itself. This time, we leaned all the way into Mike's collection of endearing and inspiring phrases to create Weekly Wiegle-isms for fans of skiing around the world to enjoy (while staying true to the original insights from A Pretty Good Day).
It's Just What We Do
MWHS’s understated excellence took center stage here. The design approach used calm, confident visuals with wide-angle ski shots of epic terrain, allowing the natural beauty of the mountains to speak for itself. Paired with subtle, but strong color contrasts and typography that carried quiet authority, the campaign emphasized that MWHS didn’t need to overstate its legacy—it simply delivers, every time, without fuss.
Wide Open Fun
To capture the playful freedom of heli-skiing, this campaign leaned into MWHS’s wild, open terrain and that one glorious feeling we've all been chasing, and MWHS has been delivering since 1970... Wide Open Fun.
We got out of our own way and kept it simple, with massive hits of Wiegele Red contrasting against beautiful, powdery white mountains to subtly modernize the campaign for one more season. Of course, we kept Mike's famous catch phrase "Let's go skiing" as our call to action.
