AUCKLAND, Today: Cardrona Alpine Resort and Treble Cone are turning sore ski legs into the stars of their latest campaign, giving voice to the post-mountain pain most skiers and snowboarders know well.
The idea taps into a simple truth. Your legs might be screaming, but the joy, adventure, thrill and sense of achievement that come with a day on the slopes make every aching step worth it.
Cardrona became New Zealand’s largest ski area in 2025 with the addition of 150ha in Soho Basin. Together with Treble Cone, it now offers more than 1100ha of terrain on one lift pass.
That gives people plenty of mountain to enjoy, and plenty for their legs to complain about.
The campaign puts those complaints front and centre. There are legs begging for a sauna recovery day, little legs falling asleep on the magic carpet, and one fed-up pair calling lawyers over “excessive skiing”.
It is a playful take on an experience shared by beginners and seasoned riders alike, and stays true to Cardrona and Treble Cone’s habit of not taking themselves too seriously.
Playful storytelling sits alongside clever visual effects, turning worn-out ski legs into expressive characters with plenty to say.
To bring it together, the ski areas teamed up with Wānaka creative agency The Beards, digital and media specialists Together, and PR agency Thinkerbell.
The campaign will run across billboards, digital platforms and partnership activations over the next two months.
Cardrona opens for Winter 2026 on June 13, with Treble Cone to follow on June 27. Earlybird Multi-Day and Season Passes for both resorts are on sale now at cardrona-treblecone.com
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