Made in Tennessee
From its music and history to its scenic beauty and overwhelming sense of pride and creative spirit, it became evident that much of what makes America America was, and still is, made in Tennessee. So that became our campaign, and a rallying cry for the entire state.
We launched with TV, print, digital ads, and a custom web experience featuring poetic language inviting travelers to experience the music, the beauty, the history and the family memories that can only be Made in Tennessee.
The Great Outdoors
I spent one week leading a film and photography unit across the state gathering assets for the campaign.
THE ONE-MINUTE VACATION
We identified markets within a short drive of the state’s biggest attractions and mapped out 24 actual road trips and turned them into minute-long video banners ads that people actually wanted to watch.
THE SINGING CONCERT POSTER
We wanted was to give the concert poster for a Tennessee songwriters showcase in New York a second purpose. So, we created a companion app that recognized the poster artwork, and allowed concertgoers to listen to music from the show anytime by holding their phone up to different areas of the poster.
2015 - Cannes Lions: Creative Data, Bronze
2015 - WPPed Cream Awards: Creme de la Creme
2015 - London International Awards, Finalist
2015 - Webby Nominee