To showcase Whistler Mountain Bike Park’s newly expanded, challenging Garbanzo Zone, Origin used distinctly male-oriented food metaphors, from raw meat to cherry-topped ice cream sundaes to communicate the Garbo Zone’s unique features in Decline magazine.
After considerable brainstorming, Origin identified the Whistler Mountain Bike Park’s trail builders and their passion for the place as one its key differentiators. This campaign showcased the obsessive nature of the Bike Park staff and aligned that quality with its placing as the #1 bike park in the world.
Working with an existing website with a robust content management system, Origin was responsible for designing a fresh skin while working within the existing framework. Recommendations were also made to increase the functionality and usability of the site.
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