Saska's Polar Plunge

Polar Plunge is a fun, fearless and frigid yearly event hosted by Saska's, the original steakhouse in Mission Beach. After undergoing a major restaurant remodel and brand refresh, Saska's needed updated visuals that still captured this legacy event's sense of energy, playfulness, and community. I conceived and directed an illustration-led campaign, reimagining the dated martini-drinking polar bear of years past into a cooler character more representative of their brand. The bold, graphic style and playful movement in motion graphics integrated with print posters around the community to maximize local visibility. The campaign helped increase registrations and resulted in the highest event turnout Saska's had since the event's inception.