Boarder psychoses

Winter sports The Laax snowboarding school kicks off the winter season with a wittily repurposed personality test Small budgets call for unusual ideas - as the Laax snowboarding school (SF) and its former agency Publicis have proven for several years. Whether with veteran ski bunnies, camasutra tubes or halfpipe hospital beds: There were hardly any limits to the imagination of the creative minds. This year's winter campaign from Krieg Schlupp Springer & Jacoby also focuses on humor and provocation. After all, co-owner Daniel Krieg is very familiar with the client's wishes, having already written the SF copy at Publicis.
For the new appearance, the creative team used the famous personality test by psychiatrist Hermann Rorschach. In the test, the test subject has to describe what they see using inkblot pictures on the same page. Five such pictures - all showing snowboarders - have been testing the psyche of snowboard freaks since December. The baselines refer to the shapes that emerge between the mirror images and comment, for example: "If you see the G-spot here, you definitely need some tutoring". This is intended to suggest to snowboarders that the SF in Laax has something for everyone - whether beginner, all-rounder or freestyler.
With inkblot pictures, SF addresses its core target group: snowboard freaks.
Simone Keller