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Craftmore develops ‘Go First’ campaign for Doubledeck Snowboards
Craftmore has developed the ‘Go First’ campaign for Doubledeck Snowboards and created the brand’s new website. The campaign centers on a moment familiar to every snowboarder: sitting on the chairlift early in the morning, looking out at a mountain covered in fresh powder and dreaming of being the first to carve a line. The creators of Doubledeck Snowboards identify with this feeling, much like they chose to forge their own path when they took a fresh look at the design of the snowboard itself.
Anyone seeing a Doubledeck snowboard for the first time will likely notice the arch above the board. This ‘Bridging Bow’ is the visible hallmark of its patented construction, which allows the board to deliver superior performance for all types of snowboarders. For the creative & digital agency Craftmore, the starting point for the campaign lay in the idea that preceded the design itself: being the first in over a decade to reimagine how a snowboard functions.
“What I love most about ‘Go First’ is that it represents an attitude that goes beyond simply carving the first line. Snowboarders have always been ‘rule-breakers’ who dare to set the tone, not just on the slopes, but beyond them as well. It’s a blend of guts, initiative, and curiosity. That same boldness and curiosity led Doubledeck to create an innovative snowboard,” says Michel van Velde, co-founder of Craftmore, co-creator of the campaign, and an avid snowboarder himself.
'Go First' allows the campaign to encompass a variety of stories. An experienced rider spots a line from the chairlift that they want to carve. Someone returning to snowboarding after years away steps over the edge of the groomed run for the first time. Another person takes the lead in organizing a new snowboarding trip for their group. What connects them is that sense of initiative and courage. Each rider defines for themselves what that ‘first step’ means, whether on the slopes or elsewhere.
Ablestar (https://www.ablestar.nl/), Craftmore’s sister agency, laid the groundwork with the brand strategy. Craftmore then translated this into a new brand identity, the ‘Go First’ campaign concept and a new website. Visitors can learn all about the board’s construction and discover which model best suits their personal riding style. The initial photoshoot on the glacier has already taken place and in the coming weeks the site will be expanded with lifestyle and snowboarding photography, as well as a Shopify e-commerce platform. Soon, you’ll be able to purchase or rent a board through the site, allowing you to experience it for yourself on the mountain. Over the next few months, we’ll continue to build out the ‘Go First’ campaignand, of course, enjoy the snow!