Now I may not have been able to surf with my Mavericks client, but snowboarding is another story. I am a card-carrying, knuckle-dragging, snowboarding fool. And Heavenly resort up in Lake Tahoe is one of the greatest places on earth to act the fool. Heavenly is known for it’s breathtaking views of the lake from its 10,067 foot elevation. It spans both California and Nevada and is loaded with casinos and wild nightlife. That’s the basic strategy for the advertising. We did work that ran in all of the skiing magazines, online web blasts, on-mountain guerilla stuff and a bunch of direct mail. The client is a bit of an old school, zen master, ski purist kind of guy. For that reason, the tone of the work is more Franz Klammer than Shawn White. I’m probably more Eddie the Eagle.