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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.

Credits:

TV – “7 Wonders of Oregon”

CLIENT: Travel Oregon

PROJECT NAME: 7 Wonders of Oregon

FORMAT: TV, Web and Cinema

CLIENT CONTACT: Holly Macfee

LAUNCH DATE March 2, 2014

DURATION OF CAMPAIGN: Spring/Summer 2014

W+K PORTLAND

Creative Director: Dan Wieden

Copywriter: Andrew Dickson

Art Director: Chris Thurman

Producer: Katie Reardon

Account Team: Gina Keough / Kristin Postill / Ken Smith

Executive Creative Directors: Joe Staples / Susan Hoffman

Agency Executive Producer: Ben Grylewicz

PRODUCTION

Production Company: The Academy

Director: Christian Sorensen Hansen

Executive Producer: Nate Barr

Line Producer: Jill McBride

Director of Photography: Sean Porter

EDITORIAL

Editorial Company: The Academy

Editor: Christian Sorensen Hansen

VFX + COLOR

VFX Company: Mission Control

VFX Supervisor: Terry Kirk

Flame Artist: Mike Quinn

Colorist: Jake Buff

ILLUSTRATIONS

End Card Illustration: Artist Scrappers Morrison

MUSIC

Music Company: Marmoset

Producers, Music Supervisors: Ryan Wines, Ron Lewis

7 Wonders Original Scores, Composer: Eric D. Johnson of the Fruit Bats

“Anthem” Song “Boys” Instrumental by Bryan John Appleby

MIX + SOUND DESIGN

Mix Company: Digital One

Mixer: Eric Stolberg

Producer: Cameron Shaw

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