The Great Northern
A Proud Winter Tradition in Minnesota

Client

The Great Northern

Campaign

A Proud Winter Tradition in Minnesota

The Great Northern, a new yeti-sized winter festival in the Twin Cities needed help defining their brand and raising awareness. So, we strapped on our mukluks and got to work. We started by creating a modern brand identity that reflected a passion for winter while nodding to Minnesota’s Nordic heritage. We then created various engagement touchpoints and over Super Bowl weekend, organized a PR activation using one man, a pair snowshoes and all of Target Field.

To generate excitement and awareness, we partnered with world renowned snow artist, Simon Beck to create one of his signature designs in a stadium for the first time ever. It took 10 hours and over 45,000 steps to cover Target Field in a massive geometric design using only his snowshoes. The installation generated over 250 million impressions and counting, and was picked up by news outlets such as: Nightline, USA Today, National Public Radio and Washington Post.

Simon Beck Snow Art Installation