Salt Lake City, Utah-based ski maker DPS is so confident its skis provide a legacy that they now come with a legally binding will and testament so you can pass them onto your heirs. The “Live For It – The DPS Will and Testament” campaign created by TDA Boulder, a Colorado-based independent creative agency, positions DPS skis as not just a piece of sporting equipment but a bequest to be passed down to the next generation.
Made for life…and beyond
The “Will and Testament” campaign might sound like an April Fool’s joke, but it obviously carries a message: DPS skis are not just an investment for a season but an heirloom to be cherished for generations. Designed for skiers of all levels, the campaign aims to resonate with skiing enthusiasts globally. The key message of the campaign is that DPS skis are built to last, potentially outlasting their owners. The theme revolves around the idea that these skis are not just a possession but an integral part of one’s skiing journey.
The campaign utilizes digital platforms, video content, and experiential marketing, with a unique element being the creation of a DPS Will and Testament website, allowing customers to create their legally binding wills online. Each pair of skis will come with a QR code linking to the website, where customers can fill out and download their personalized, legally binding will. The primary markets for the campaign include ski regions across the US, such as Utah, Colorado, California, Vermont and others.
DPS was founded by partners Stephan Drake and Peter Turner in 2005. Both were inspired by the idea of fusing design, roots and engineering to make perfect skis worthy of those who live and breathe the sport. DPS is responsible for the world’s first and only pure pre-preg carbon fiber sandwich ski, the first 120mm-waisted powder pintail, the first rockered ski with sidecut, the Spoon – a convex three-dimensional shoveled ski with radical edge bevel, and Phantom, a permanent, one-time application base treatment that provides increased glide across all snow conditions for skis and snowboards.
DPS’ global headquarters is located at the base of the Wasatch Mountains in Salt Lake City, Utah. Its products are sold on five continents.
