SCOPE: CAMPAIGN / Copy
Snowflake's billboards, or Snowboards, have delighted drivers on 101 just north of SFO since 2017. (I joined the campaign in 2022, so the work below is mine.) Instead of ultra-technical B2B industry speak, we opted for clear takeaways and a little bit of wit to appeal to tech workers, business travelers, and families stuck in traffic alike, building brand awareness for when the target audience needs the AI Data Cloud.
The approach still works after almost a decade. At one point, 70% of Snowflake's new hires had their first contact with the brand through a Snowboard; the February 2023 collaboration with Bumble garnered an additional 230K social media impressions and 7K social media engagements; it's even won a MUSE Creative Award and C2A award. The formula is simple: Be relevant, get a chuckle, but always home in on the great things Snowflake does for your data.
The approach still works after almost a decade. At one point, 70% of Snowflake's new hires had their first contact with the brand through a Snowboard; the February 2023 collaboration with Bumble garnered an additional 230K social media impressions and 7K social media engagements; it's even won a MUSE Creative Award and C2A award. The formula is simple: Be relevant, get a chuckle, but always home in on the great things Snowflake does for your data.
Billboards
May 2022
June 2022
July 2022
August 2022
October 2022
November 2022
December 2022
January 2023
February 2023
May 2023
June 2023
December 2023
March 2024
April 2024
September 2024
January 2025
October 2025
December 2025