top of page
Success in anything requires failure.
Snowboarding is no different.
So we’re encouraging failure as part of the process of getting better.
Caring too much about your skill level can be a barrier to snowboarding. We’re creating a community around the idea that it’s okay to fail to encourage people to get out and snowboard more.
Boarders were invited to share videos of their fails with the hashtag:
​
#burtonfails
​
​
A select few were picked to win a 2021 Ikon Pass.
After the winners were announced, we compiled the footage from contestants and made short videos to share as content on social media.
OOH
Posters went up at resorts and snowboard shops around the US to tell boarders about the giveaway.
We wanted to make the campaign bigger than just snowboarding, so we installed billboards in urban areas that called out the fails of celebrities. They highlighted the fact that even the most successful people in society have experienced failure.
CW: Joseph McGinley
bottom of page