Infinite Winter

We seek to break with the codes of the category and raise the differential value of the resort to the maximum. Being the resort with the most skiable kilometres allows us to play with the concept of infinity. A poetic way of appealing to the superiority and intensity of the experiences offered by the brand.

Paco Badia

Creative Executive Director VML Spain

Grandvalira is the biggest ski resort in Southern Europe. Its 210 skiable kilometers and the several winter activities you can enjoy there make it an ideal destination for snow lovers. However, Grandvalira did not have a voice that matched its quality offer. The challenge we had was to come up with a unique way of speaking only Grandvalira could appropriate.

We were determined to break the stablished codes of the category and to avoid the language of spectacularism.

Aiming to elevate the differential value of Grandvalira, we created the "Infinite Winter", a concept that explains the polysemic immensity of our resort. We decided to dress our winter in black and white and to create a unique visual language based on kaleidoscopic effects, distortions and impossible perspectives. A language that has allowed us to talk about the Grandvalira experience in an oneiric and sensorial way, and that, in addition, works perfectly in an increasingly digital user experience.

The campaign has become a turning point in the snow category. Its poetic language has not only been included in the Spanish Creativity Annual, but has also increased the brand’s recall and positive perception on strategic targets.