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.
CreditsClient 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
Top Spot of the Week: Samsung, BBH Singapore, Director Rhys Thomas Get Fit For A Surf Holiday
Samsung’s new global campaign from BBH Singapore, featuring Samsung Health and Galaxy AI, tells the story of a young professional couple who compete to get fit for a surf holiday.
Titled “A Samsung Health Story: Racing to Fiji,” this film taps into Gen Z’s wellness dilemma and the fact that they can often find health information overwhelming; in particular, BBH Singapore took inspiration from young people who reference their “quarter life crisis” on social media. This film tells the story of Stacey and Steve who decide to go surfing in Fiji, something they did five years ago but haven’t done since they started their jobs. However, there’s one problem: they need to get fitter first.
Featuring a range of Galaxy products powered by Galaxy AI, they rebuild their fitness to prepare for the trip, competing playfully to spur each other on. We see them comparing their Energy Scores (a new feature on the Samsung Health app), recording their runs and swims on their Samsung Galaxy Watches, trying and failing to get fit at work and on their commutes and striving to improve in the run up to the trip. When they get there, however, there’s a fun twist, and the film ends on a cliffhanger.
The ad is expected to be the first in a series, which will develop the characters and their “world” in future episodes. This longform (two-and-a-half-minute) version of the spot delves deeper into the storytelling, in a fresh approach for Samsung’s product campaigns, while the shorter edits focus on driving exposure to specific features.
BBH Singapore also leaned into the entertainment aspect of the spot; it was directed by comedic specialist Rhys Thomas at Stink Films, who has a major TV background. Best known for his work on Saturday Night... Read More