Sims Sports, Inc.: Be Free campaign
William BaueOVERVIEW
Sims Sports, Inc., maker of Sims Snowboards, asked its advertising firm, Seattle-based Hammerquist & Halverson, to create a campaign for the 1997–98 winter season that would "return to the roots of snowboarding," according to agency copywriter Ian Cohen in Advertising Age's Creativity. "Sims wanted to shake up the market," explained Cohen in an article by Margaret Richardson in Print. Cohen said that Sims "had run ads for years on the back cover of snowboard magazines and were coming in dead last in reader-recall surveys. We wanted a...