Positioning: summer opponents

The picture is awful, ok, as soon as i get a job I'll buy a new mobile with a better camera.
In the meantime let me share this ad for directski.com

(Summer has tried and failed)

I like the idea of a winter-suppporter movement against the summer... and I love the summer.
It's probably because it's better to be season-enthusiasts, than season-nostalgic.
Even if it's more appealing for snow lovers, it doesn't alienate the sea fans...
Being against the summer, and standing for the winter, might have propelled many good creativities... unfortunately directski (in it's website at least) doesn't build on the idea...

What's on the other side? An against-winter movement might be interesting as well...

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