Burton Durable Goods: No Bad Trips
The brief: A :30s TVC specifically for VICELAND featuring their Durable Goods line.
The idea: Reposition Burton from a snowboard company to a lifestyle company to our viewers. We don’t show snowboarding, we show everything else. We show the process of getting to these hard-to-reach destinations, while having a good time doing it.
Durable Goods is more about the journey and gathering around the fire to talk about a day of snowboarding, not the physical act of it.
No Bad Trips has more meanings than one. It features Burton’s pro riders naturally using the gear and doing what they typically do when not on a board. Having fun with their friends in the greater outdoors.