Schöffel - "Schöffel. The snow-free winter sports catalogue."

White slopes, snowy mountains. This is how we love winter and how we know it from winter sports catalogues.

But reality looks totally different. Today the snow is missing in many ski-areas. An immense problem that will get even worse in future.

Schöffel, one of Germany's most-known brands for sustainable winter sports clothing, wanted to draw attention to this problem. As the first brand, they used their own catalogue not to sell products, but the truth about climate change.

They took their own business at risk to rescue the winter and published the first snowless winter sports catalogue.

Instead of snow-white pictures – optimized to sell as much products as possible – there where only disturbing snowless pictures. They were all taken in December 2019 and January 2020 in Germany's most famous ski-area Garmisch-Partenkirchen. This is where the climate crisis became drastically visible, because during the peak season there was no snow – even at high altitudes.

The whole catalogue was printed on recycled paper, displayed in the Schöffel stores
and also mailed to those who love winter the most.

48 pages that didn’t only shock the customers but also gave them a totally honest insight:
What Schöffel does to prevent climate change and where the brand must improve. Furthermore, the catalogue provided information about sports clothing that’s nature friendly and tips on how to behave in ski areas.

Schöffel became the first winter sports brand to advertise winter rather than winter clothing. With their most honest winter catalogue they didn’t raise their sales figures or yearly income, but raised awareness about a major problem: Global warming.