Three agency creatives spent four days in the ice-covered South Pole Antarctica filming a campaign aimed at convincing consumers that EGO Snow Blower are a better alternative to gas snow blowers, anywhere in the world, without sacrificing power.
“We’re constantly thinking from the consumer’s perspective and working to address category challenges in new and unique ways,” says Joe Turoff, VP/sales-marketing at Chervon, EGO’s parent company.
“EGO’s brand promise is ‘Power Beyond Belief,’ so rather than simply tell consumers about the product benefits, we aimed to prove it,” says Vinny Warren, The Escape Pod’s ECD.
And prove it they did, by showing the snow blower in action “in an insanely extreme, real situation in Antarctica, the coldest, windiest, most hostile environment on earth.”
The crew of Escape Pod creatives, producer Seth Deahl, director Jared Creson and DP, drone operator and editor Kenneth Browne, embarked on their epic Antarctica expedition Nov. 20, loaded with more than 500 lbs. of EGO products and a still/drone motion camera to capture footage.
Getting there, flying a total of 18,750 miles, was no easy feat. They took three long flights from Chicago across three continents, to arrive at the southernmost city in South America, Punta Arenas, Chile.
They then departed on a four-hour journey in a Russian cargo jet from Chile to Antarctica, landed on a blue ice runway, drove a 6x6 arctic van to Union Glacier Base Camp and slept in a tent on the snow.
During their four days of filming, says Warren, “The team captured some of the most beautiful scenery and put the EGO Snow Blower to the test in -30 degree weather and an endless supply of snow.
“All this was filmed, acted and edited by just three talented individuals. I am just blown away by the creativity and problem solving of our team.”
The campaign launched with posts on EGO and Home Depot social channels and includes digital, social, experiential and collateral elements. The spots will move into broadcast with spots airing later in December.
The EGO product line, is available exclusively at The Home Depot.
See behind-the-scenes drone footage here.
Additional Escape Pod credits: Managing Director, Norm Bilow; SVP/Director of Strategy, Leah Hattendorf; Executive Director of Production, Kent Kwiatt; Director of Accounts, Matthew Johnson; Account Supervisor, Annelise Smith.
Production credits: Music, HUM Music & Sound Design, Santa Monica. VO recording/final audio mix, Noisefloor. Color, NOLO digital film, colorist, Elliot Rudolph.