Muskegon Luge, America’s most publicly accessible luge run was suffering from an awareness problem. Their mission was two-fold. First, to let the public know that the complex existed. And two, that it was open to regular people.

The snapshot photo look was designed to give the posters a personal vibe and allow viewers to feel that they could appear in them. The ice block with type frozen inside is representative of the cold weather sport and pays homage to the ice on the luge track itself.

The campaign launched at the onset of the 2009-2010 season and instantly became a success story. The local and surrounding media took notice and the complex enjoyed its biggest barrage of press coverage in the complex’s history. Hits to the website and online coverage more than doubled from the previous year. Ticket sales for the luge and it each of the complex’s other winter activities more than doubled. A 30 minute film featuring the director himself was viewed by thousands on YouTube. Awareness of the complex went through the roof. The result? The biggest grossing year in the complex’s history.