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Posts Tagged ‘Katie Reardon’

W+K Portland Explores ‘The 7 Wonders of Oregon’

W+K Portland has a new campaign for the Oregon Tourism Commison, extolling the virtues of their home state with a video called “The 7 Wonders of Oregon.”

The :60 anthem spot features all 7 “wonders of Oregon,” attempting to “inspire active travelers looking for authentic experiences” with Oregon’s natural landmarks. While Oregon’s natural beauty speaks for itself, the production of the spot was no small task. It was “carried out by a crew of 15 people shooting for 14 days straight and driving more than 3,000 miles across Oregon, often camping along the way.” All of the individuals involved were “Oregonians with a genuine passion for the wonders they are representing” and the spot is clearly a labor of love.

“This is some of the strongest work for Travel Oregon in our 25-year history of working together,” W+K chairman co-namesake Dan Wieden says, adding, “What I really like about the creative, aside from how beautiful Oregon looks, is it gives people a checklist of things to see and do.”

In addition to the anthem spot, the integrated campaign includes digital, social, search, public relations and consumer engagement elements. The latter includes “an influencer tour, targeted media outreach, a program to surprise and delight visitors, and a Facebook sweepstakes to drive visibility and fan acquisition.” In the social realm, visitors are invited to share their Oregon photos with the hashtag #traveloregon, with top picks on Travel Oregon content channels “to inspire others long after the paid media portion of the campaign concludes.” In a nice touch, the digital campaign includes not only trip inspiration, but also trip planning tools and resources such as itineraries, links to purchase plane tickets and special travel deals on TravelOregon.com. If I wasn’t already dying to get to the Pacific Northwest, this campaign would do a pretty good job convincing me that Oregon is a great travel destination. Stick around for credits after the jump and go here for more :30 efforts for the campaign. Read more

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W+K Portland Unveils ‘Join Together’ Follow-Up Called, Yes, ‘Separate Together’

Last month, W+K Portland launched the “Be Moved” brand campaign for Sony with the broadcast spot “Join Together.” Yesterday, W+K revealed the follow-up, the four minute (and change) documentary, “Separate Together.”

“Separate Together” brings together Bruce Zaccagnino, the creator of Northlandz, the world’s largest model railroad located in Flemington, New Jersey, and Matt Albanese, a photographer who specializes in miniatures. The documentary takes place within Northlandz’s “52,000 square foot exhibit space featuring dozens of tiny towns, three-story papier-mâché mountains and hundreds of toy trains snaking through a warren of tunnels, past tiny windmills and over bridges made from thousands of toothpicks.” Albanese captures Northlandz in a unique way, utilizing the Sony QX100′s ability to fit into tight spaces to capture unique shots that wouldn’t have been possible with other cameras. It’s a great way to show off the QX100′s unique capabilities in fun, charming way.

The documentary is accompanied by an experience site which lets you explore Northlands from the unique vantage points available with the QX100, letting viewers zoom in on different areas and take their own shots, which they can then share on social media. It’s a great extension, and a fun way to explore the charm of Norhtlandz without having to make the schlep to Jersey. Stick around for credits and “Join Together” after the jump. Read more

Old Spice: ‘Anthropomorphic Hair Will Get You Laid’

W+K Portland has been very, very busy for Old Spice. First it was body spray with the “Smellcome to Manhood” campaign aka “Mom Song.” Then last week it was the triumphant return of Isaiah Mustafa and the “Interneterventions” surprise online campaign. Now, breaking the consistency of strange portmanteau puns is “For Hair That Gets Results,” marketing Old Spice’s line of hair care and styling products.

The first 30-second spot, “Meeting,” finds a studly studs mop of hair jump off his head and get a girl’s number. The lesson? If, young man, you pull this move, you’ll get a phone number that connects to a voicemail message that says, “Hey, I can’t come to the phone right now. I’m either studying for my master’s degree or having a tickle fight with my friend, Consuela. (Giggles.) Stop it, Consuela, I’m going to get you!” Yep, pretty cool.

The second, “Boardwalk,” teaches young men another valuable lesson. You see, a lady wants your hair to tell her if you can put in baby in her. You know, through the means of sexual intercourse or via a mechanical claw. Credits after the jump.

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W+K, Oreo Relationship Concludes with ‘Super Important Test’

In case you were wondering, the domain name www.superimportanttest.com is no longer available, thanks to W+K and Oreo, who bring us, yes, a “Super Important Test,” which as we imagine was the intention is hardly a test. You have two options (cookie or cream) and you’re correct either way. Get it?

Super Important Test” marks not only the conclusion of W+K’s Oreo’s “Cookie vs. Creme” campaign that began with the buzzed-about “Whisper Fight” spot from the Super Bowl and the subsequent “Separator Machine” clips, but the relationship between W+K and the Mondelez brand itself. As you may know, Draftfcb and now the Martin Agency work primarily on the Oreo account.

Anyhow, W+K curated quite a bit of content for the website–more than 30 different videos may play after you click cookie or creme–but this type of limited platform really begs the question: What’s the point? How does this sort of advertising advance the OREO brand in any meaningful way? I’m asking a serious question, not just trying to be glib, so if there is an answer, please post a comment.

Virality for the sake of virality is turning into a common approach for most creatives, and a website full of 30 unrelated internet videos that may or may not be funny seems like a great way to waste an advertising budget. Oreo was never going to choose cookie over cream or vice versa, but it didn’t have to choose. This is a case of a clever idea that simply ran out of ingredients.

Stills and credits after the jump.

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