Wieden+Kennedy, Portland, Ore., has rolled out “Travel Oregon with Travel Oregon,” a marketing campaign centered on Travel Oregon’s newest team members–guides who are definitely not inanimate objects, but characters infused with the spirit of real Oregonians. Each guide brings its own expertise, and they are united by their eagerness to connect a diversity of travelers with Oregon’s wide variety of activities.
Among the Oregon travel guide characters are: SustainaBill, a resident expert in all things sustainable travel; Boots, carrying knowledge of Oregon’s greenways and trails; and Kayakyak, the ideal companion for whatever water recreation in which you care to delve.
For this spot, W+K Portland partnered with director Joe Pelling of blinkink and local Oregonians to help bring this state, these guides, and these characters to life.
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Credits
Client Travel Oregon Kevin Wright, VP, global marketing; Katy Clair, director, global marketing services; Mark Senffner, brand manager. Agency Wieden+Kennedy, Portland, Ore. Azsa West, chief creative officer; Derek Szynal, Nick Stokes, creative directors; Elora Clement, art director; Kamey Murphy, copywriter; Orlee Tatarka, head of production; Nicole Kaptur, executive producer; Eunice Pang, producer; Cj Corey, creative operations manager; Victoria Tengblad-Kreft, design producer; Cathy Ormerod, Airelle Wilkins, Reshidev RK, Reena Chai, designers; Vicki Liu, Beth Schuenemann, Liliya Dru, design studio specialists; Anthony Holton, strategy director; Blake Smoral, strategist. Agency W+K New York Amy Abrahams, director of local broadcast. Production Company Blinkink Joe Pelling, director; Katie Aaulkenburg, photographer; Bart Yates, exec producer; Jake Parker, Gwyn Fletcher, line producers; Kevin Fletcher, DP; David Sitcotte, production design/art direction; Javier De La Paz, 1st AD. Editorial Joint Steve Sprinkel, editor; Charlie Harrington, Cj Duncan, assistant editors; Jenny Greenfield, post producer; Kathleen Russell, post exec producer. VFX Framestore Kevin Rooney, Edwin Schapp, animation; Carlos Adarraga Gomez, Glenn Teel, Flame; Chanwut Loakhajorn, Nuke; Rebecca Teichner, Sean Dollins, tracking; Dustin Indrebo, editorial; Andrew Mclintock, VFX producer; Cydney Wong, Diego Bonora, coordinators; James Rogers, creative director. Color Royal Muster Roslyn Di Sisto, sr. colorist; Esli Israel, Zach Wilpon, color assistants; Matthew Fulton, producer; Thatcher Peterson, exec producer. Music Field Day Sound Noah Woodburn, music producer; Harlan Silverman, composer; Leslie Carthy, exec producer. Music Marmoset
Minties® is taking on dog breath again. And this time, it’s personal.
Back in November, PetIQ’s Minties boldly declared “Dog Breath Is Over” in a newsbreak-style ad that introduced Minties FreshBitesTM--a line of innovative, chewy dog dental treats with that can be offered throughout the day for a long-lasting chew, so nothing gets between you and your dog in your closest moments. America responded by buying new Minties FreshBites by the millions, exceeding the brand’s most optimistic forecasts.
So Minties and independent creative agency TiNY (the team behind the “Dog Breath Is Over” campaign) are following up on this story. And this time, it starts at Minterventions.com. “‘Dog Breath Is Over’ was the big message,” said Jissan Cherian, PetIQ’s chief marketing fficer. “Minterventions makes the message personal. If you’ve got a dog with stinky breath, we want to hear from you.”
TiNY turned out two new spots for the Minterventions phase of the campaign. The first is this one titled “Cabbage” which features a dog named Mollie and an extendable hand. Why the extendable hand? “Mollie’s breath smells like she ate a skunk (who also has bad breath).”. A voiceover then asks the question at the center of the campaign: “Does your dog need a Mintervention?” Minties FreshBites is the answer, of course.
Both spots were directed by Evan Silver of Reform School and edited by Tina Mintus out of Northern Lights in New York City. (Silver is an alum of SHOOT’s 2007 New Directors Showcase.)
“It starts with a real, relatable problem,” said Mike Rovner, TiNY partner and chief creative officer. “That’s the TiNY way--we help clients build worlds they can live in. Once you set up the rules of the world, you can have... Read More
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