An epic campaign called ‘The Hunt’ from European sports retailer XXL brought to life the brand’s mission to ‘make sporting goods available for everyone’ sees 100 skiers chase a rabbit across a spectacular mountain snowscape.
The idea behind the white rabbit chase, played by experienced French skiers Alex Remonnay and Leo Fourcade, is to inspire viewers to get out on the slopes, have fun and explore everything winter has to offer.
The action-packed campaign, which saw the Norwegian sports chain team up with agency Anorak / NoA, was led by a hero film helmed by Director Eivind Holmboe and debuting across digital and social channels from 1 February.
The spot is an action/comedy crossover blending a playful tone with spectacular stunts across the stunning peaks, slopes and streets of the mid-Pyrenees shot over 12 days on location in La Mongie in the French Pyrenees and Andorra.
So, as the hero spot states, ‘winter is a playground with enough room for everyone so put your skies on and #jointhehunt!’
The central video is supported b y a set of social content deployed across the retailer’s own channels.
“For us, skiing is about getting out there and having fun. It doesn’t matter if you’re just starting out, a powder connoisseur, or a park rat. Winter is a playground with enough room for all of us,” explained XXL Brand Manager Ida Abrahamsen. “We wanted to encapsulate all that in a ski film, one that unites us all in the joy and thrill of coming together, enjoying winter as a common playground.”
“With a broad audience, covering both professional skiers and those just starting out, we knew we had to make something that was as entertaining as it was skier friendly and bold,” added Anorak / NoA’s Jens-Petter Aarhus and Hallvard Fjeldbraaten. “Therefore, we decided to make a ski film that was not only filled with impressive tricks and stunts, but a crossover between action sports and action comedy. With a custom-made rabbit helmet from Sweet Protection, we created an iconic main character and gathered all different types of skiing together in one big rabbit hunt.”
“I’ve never done a ski-film quite like this one,” commented Director Eivind Holmboe. “It was a crazy and fast paced production that turned out to be a lot of fun.”
The campaign was conceived and created for XXL by a team at Norwegian advertising agency Anorak / NoA led by creatives Jens-Petter Aarhus and Hallvard Fjeldbraaten.
Production was handled by Einar Film with Director Eivind Holmboe, DOPs Baptise Sjöström and Simon Favier, Producer Sverre Wegge Gundhus, Executive Producer Guri Neby, Production Manager Jonas Grimeland, Line Producers Baptiste Cibat and Florian Cuzco and Camera Operator Paul Tribault
Comment
XXL is one of Europe’s leading sports retailers with outlets across the Nordics and Austria and the skiers featured in this film, which offers a fresh take on the brand ski film category, were mostly locals from the French mid-Pyrenean resort village of La Mongie.
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