The COVID years left passionate Washington skiers straight-up heartbroken. Crowded slopes. Parking lot land-grabs. Three-run days. The sport they love so much lost its joy. Meanwhile, six hours away in North Idaho, Schweitzer is an uncrowded gem with 2900 acres of wide-open terrain, where the joy of skiing never died. For year two of our “Weschud Schweitzer” campaign, we ditched the same-same ski porn and hauled a chairlift from Schweitzer to Seattle’s Kerry Park. Then we let real Seattle skiers lie down and let it all out. Twenty feet up. Skiers talked about what hurts and what they wish skiing could be like again. As it turns out, what they wish for is hiding a day’s drive away. We surrounded Chairlift Therapy with social and OOH that gave glimpses of the big weird joy that’s alive and well at Schweitzer.