CSIA Alberta & gogglesoc Contest

Categories: Digital Marketing

Objective: Create Instagram, Facebook, and email promotional images to advertise an artwork contest. Hosted in collaboration between the Canadian Ski Instructor’s Alliance (CSIA) and gogglesoc, a company that manufactures protective goggle covers from recycled plastic bottles.

Background: The CSIA is a not-for-profit organization that trains and certifies ski instructors across Canada. In 2017, the CSIA hosted a contest asking for submissions of artwork, that, if chosen, would be printed on a limited edition gogglesoc. This collaboration was a symbiotic relationship as gogglesoc was able to target a very specific demographic, ski instructors – a smart business practice given that ski instructors are leaders in the ski industry and talk non-stop about the best equipment to everyone they meet. Additionally, the CSIA got tons of social media interaction and a really cool product that promoted their organization.

Results: In short, a fun, zany, and eye-catching social media campaign that follows both the CSIA and gogglesoc branding.

Notably, I used both Eurostile, the CSIA typeface, and Gibson, the gogglesoc typeface. To emphasize creativity, as the contest was artwork-based, I added an expressive script and used paint splatters for the background. Amid the paint splatters, not only does the goggle shape brings focus to the main message, it also brings attention to gogglesoc’s product. Finally, the colour pallet mimicked the CSIA course conductor and interski team uniforms at the time.