A little bit of snow can be good for even the most die-hard warm-weather fans, or so indie agency David&Goliath reasons. The Los Angeles shop has created a series of digital billboards beckoning L.A. residents to go up north for a winter retreat at Mammoth Mountain. (It's six hours by car or a one-hour airplane trip.) The ads display the amount of snow that's fallen in the resort and ski area over the previous 24 hours. Ads running on the Clear Channel network also direct visitors to a weather widget on MammothMountain.com that displays snowfall amounts. The goal of the campaign is to get consumers thinking of snow and Mammoth Mountain even in the sunniest of weathers, the resort says.
—Posted by Elaine Wong