Alpine Resorts Victoria
An All-Winter Campaign: ‘You could be here right now’.
Services —
- Branding
- Campaign
Industries —
- Government & Community
A snow holiday is many things – sparkling, fleeting, unforgettable – but above all, it’s a feeling. For Alpine Resorts Victoria’s 2025 campaign, Your Creative set out to reawaken that feeling across Melbourne and beyond, reclaiming the imagination of Victorian adventurers and placing snow top-of-mind across the state.
You could be here right now —
A headline that plays on proximity, possibility, and pure escapism. The kind of message that hits hardest when you least expect it: on a peak-hour freeway or during a 6pm crawl home. The campaign is a tap on the shoulder, a gentle reminder that something spectacular is just a few hours away.
Inviting discovery without demanding it —
Working with a modular, time-sensitive system, our design team created assets that shifted in tone throughout the day. Full-bleed imagery was paired with minimalist overlays and soft geographic cues. Morning placements captured the crisp anticipation of first tracks. By evening, the mood softened inviting passersby into après-ski energy.
The campaign rolled out across more than 40 billboards —
Digital and static—strategically positioned across metro Melbourne and key regional routes. This was about presence, not noise. About placing beauty and potential in the path of busy people, exactly when they needed it most.
A reminder that extraordinary experiences don’t always require passports just a bit of spontaneity, and a road that leads to snow.