Cardrona Alpine Resort’s new campaign lets ski legs do the talking

Cardrona Alpine Resort and Treble Cone’s latest campaign is letting your legs do the talking – and they’ve got a few complaints.

The ski areas partnered with Wānaka-based creative agency The Beards, alongside digital and media specialists Together and PR agency Thinkerbell, to bring the campaign to life.

Playing on a familiar truth for both beginner and seasoned skiers and snowboarders, the campaign leans into the burn: your legs may protest, but it’s all worth it for the joy, adventure, exhilaration and sense of achievement that comes with a day on the mountain.

Hand the mic to ski legs

In 2025, Cardrona became New Zealand’s largest ski area with the addition of 150ha of terrain in Soho Basin. Combined with Treble Cone, it now forms the country’s biggest alpine playground – all on one lift pass. That’s over 1100ha of terrain for legs to endure, while their owners have all the fun.

So, Cardrona and Treble Cone have handed the mic to ski legs – and brought their grievances to life. From legs pleading for a recovery day in the sauna, to little legs nodding off on the magic carpet, to one particularly disgruntled pair calling their lawyers over “excessive skiing”, the campaign gives a humorous voice to a shared alpine experience.

Blends storytelling with visual effects

True to Cardrona and Treble Cone’s signature style of not taking themselves too seriously, the campaign blends playful storytelling with visual effects, transforming tired ski legs into expressive, character-driven personalities.

The campaign will roll out across billboards, digital platforms and partnership activations over the coming two months.

Cardrona Alpine Resort is set to open for Winter 2026 on June 13, with Treble Cone following on June 27.

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