ASPEN SKIING COMPANY RELEASES 2018 SUSTAINABILITY REPORTin the style of Stan Lee
Departing from its usual format, Aspen Skiing Company’s (ASC) twelfth Sustainability Report is a graphic novel. The report highlights Aspen’s history and details the company’s story of how sustainability became one of ASC’s principal efforts.
The report follows ASC’s founding, its journey to find a mission beyond skiing, and the impact of the 2016 election on the company’s renewed commitment to community and the environment. It concludes with ASC’s very public stance in support of tolerance and climate action, and the resulting Give a Flake campaign, which evokes Elie Wiesel’s advice that: “We must always take sides. Neutrality helps the oppressor, never the victim. Silence encourages the tormentor, never the tormented. Sometimes we must interfere.”
More benignly, in true Sustainability Report form, the 2018 version includes data on ASC’s carbon emissions and philanthropic contributions.
“Nobody reads corporate sustainability reports – they’re too boring,” says Auden Schendler, senior vice president of sustainability and one of the report authors. “We decided it’s less important to deliver every detail. Instead, we try to tell the story of our strategic and philosophical evolution, with Batman-style graphics.”
KSNO News – With its 2018-19 national advertising campaign—Give A Flake—Aspen Snowmass has once again departed from traditional ski resort marketing. Rather than enticing potential visitors to Aspen Snowmass with pictures of blue skies and bountiful snow, the campaign instead invites them to join the ski resort in becoming activists on behalf of climate change and equal rights.
Aspen Snowmass created Give A Flake in conjunction with Karsh Hagan, a Denver-based marketing, design and technology company that worked with Aspen Snowmass to produce 2017-18’s The Aspen Way, laying the groundwork for this year’s campaign.
“Our founding vision, the Aspen Idea, was never about escaping reality or retreating from the world’s challenges. That’s why we are taking the bold step of launching the Give A Flake campaign,” says Mike Kaplan, president and CEO, Aspen Skiing Company. “This is not just an advertising slogan, rather it’s an all-out call to action. Collectively, we are a powerful voice, and by using it, we can make a difference.”