'CZECHiNG iN': awareness campaign for Burton
project.
'CZECHiNG iN' by Burton
form.
concept, repositioning strategy, communication strategy
skills.
trend research, zeitgeist research, target group research, visual & textual communication
Inspired by the origins of Czechoslovak snowboarding, CZECHiNG iN is an awareness campaign for the snowboarding brand Burton focused on promoting accessibility and unity among Eastern European Snow Seekers.
The campaign embraces the rebellious spirit of snowboarding, leveraging gamification as a means to create an immersive experience. Participants follow a pre-designed trail accessible through an interactive app, fully engaging with the snowboarding lifestyle and the local community.
The campaign drives efforts to democratise snowboarding, inviting the target audience, to transcend barriers and unite in a sport that resonates with all.
campaign deck
prototypes
the CZECHiNG iN app
The app starts by allowing users to select their skill level and create a personalized account. Based on the input information, the app customizes a map tailored to their skill level curating engaging experience. Users can preview trails in 2D, 3D, or AR formats for a comprehensive overview and realistic simulation. The app’s 3D simulation provides details like slope length and direction, offering a realistic preview. Users start a trail by pressing play, activating real-time activity tracking. Upon completing a trail, the app updates their progress tracker and rewards them with a ‘CZECHiNG iN’ stamp. Users can adjust their skill level by accessing the 2D map, which highlights stations where different skill levels overlap, ensuring a flexible and challenging experience. After completing all three challenges, users receive a notification to head back to the Burton pop up at Chopok mountain to collect their reward. Overall, the app enhances the snowboarding experience with detailed trail information, progress tracking, and a rewarding system.
the CZECHiNG iN map
The map is a detailed replica of the Chopok, Jasná Ski Centre map, showcasing all the available routes within the ski center. This comprehensive map provides users with a clear visual guide to navigate the entire area. To enhance user experience and ensure clarity, the different trails are distinctly color-coded based on skill level: GREEN - Beginner trails, BLUE - Intermediate trails, RED - Expert trails. This color-coding helps users easily identify and select routes that match their skill level. In the right corner of the map, detailed instructions are provided to guide users on the quickest way to complete the game. These instructions are designed to be user-friendly and
straightforward, highlighting all the trails and lifts that snowboarders need to take to progress through the different levels efficiently. This feature ensures that users have a clear understanding of the optimal path to take, helping them navigate through the ski center with ease.
the CZECHiNG iN collection
The collection emphasizes modularity with versatile, customizable pieces. Central to this concept is the base model which, combines relaxed fits with practical functionality. A standout feature is the puffer add-ons filled with protective foam for safety during snowboarding, which can be easily attached or removed. Each piece in the collection is designed to be adaptable, allowing users to merge or modify items effortlessly. This innovative approach lets snowboarders tailor their gear to different conditions and personal preferences, mixing and matching items to create unique combinations. Drawing inspiration from the DIY ethos of Czechoslovak snowboarders, the collection elevates its customization. This personalization aspect not only enhances functionality but also allows for a deeper connection with the gear, merging safety, functionality, and personal expression, enhancing both performance and enjoyment on the slopes.
the CZECHiNG iN pop-up store
An additional feature of this awareness campaign is the Burton “CZECHiNG iN” pop up space located on top of the Chopok mountain. The pop-up serves as a central meeting point for snowboarders and doubles as a retail space, blending community and commerce. Inspired by Soviet bunker architecture, its design ensures harmonious integration within the snowy mountain environment, minimizing environmental intervention. This innovative, inflatable space allows for quick set-up and easy portability. Its mobility enables the pop-up to relocate to various significant locations throughout the region, each important to the history of snowboarding in Czechoslovakia. This allows Burton to extend the campaign in the future, engaging with diverse communities and honoring the sport’s rich heritage. Overall, this versatile pop-up space exemplifies Burton’s innovative approach to community building and sustainability, reinforcing the brand’s values while enhancing the snowboarding experience across Eastern Europe.
video teaser
The Burton “CZECHiNG iN” video teaser celebrates the legacy of Czechoslovak snowboarders, engaging community and reconnection with the sport. Shared on Instagram, TikTok, YouTube, and the Burton website, the teaser maximizes its reach. The video, shot in a nostalgic 4:3 aspect ratio, evokes the raw, authentic feel of old VHS tapes. Accompanied by an original soundtrack blending Eastern European folk and contemporary beats, the campaign highlights beginner and intermediate snowboarders, emphasizing diversity within the snowboarding community. Burton’s motto “BE REAL” underscores the campaign’s authenticity, showcasing the sport’s less glamorous aspects, including falls, struggles, and small victories. This honest portrayal resonates with viewers, celebrating the true snowboarding experience.
DOP/editing/production Dorota Kolářová
sound Matej Medo
special thanks Natália Bečicová, Tomáš Rusko & Daniel Poledník, Zoomy Slovakia
exhibition