When you could ski Colorado, Lake Tahoe, the Swiss Alps or British Columbia, why would you ski Utah? Aside from the dry counties (surprise! No apré ski tonight!), lack of fun nightlife and profusion of completely symmetrical, robot-like people, there is only one reason: the snow. The flakes. Don't feel like you know the flakes? Come then and learn: Flakes are people, too.
I love this campaign for the Utah Office of Tourism by agency Struck to promote skiing in Utah. Authenticity: Skiing in Utah is pretty great: good views, nice terrain, pleasant little villages. But the best thing about it is the world-class powder—the flakes. Authority: Who knows more about flakes and their various quirks than the Utahans? Media: The campaign appears primarily on this site, YouTube and various social media hotspots—as character FaceBook profiles and as a weather report iPhone app. Storytelling: Turning weather into characters is generating narrative if I've ever heard of it. Kudos.
Here are some more YouTube vids: