The campaign's objective was to showcase the innovatory spirit typical of Elan Skis. Therefore the campaign had several themes sharing a common format. The visuals and body copies highlighted the skis' strong points, benefits and technology, with dedicated creativity for each target.
The headline - Demand Performance. Demand Elan - seeks once again to emphasise the brand's unique performance characteristics for every type of skiing.
The endorser for the Race segment is Max Blardone. As from this season, he will compete wearing the new giant-slalom skis developed by the Elan race team, which assisted Ingemar Stenmark in his many victories.