In 2003, the Oregon Tourism Things Look Different Here campaign was starting to look like that of every other state, with pretty pictures and a headline, and it wasn’t doing a good enough job communicating how things are different.
So in 2004, when we were challenged with rebranding the State of Oregon, we started by talking to people to try to find what really made this place special. We came up with the tagline “Oregon. We Love Dreamers,” which we thought did a good job of showing the idealism that is still alive in Oregon.
Over seven years we told stories of dreamers though the Book of Oregon campaign.
On the 20th anniversary of Travel Oregon’s relationship with Dan Wieden, we created a limited-edition book. A series of maps from the book evolved into a campaign of dream road trips around the state.
This small-budget account was a labor of love for eight years. We were really lucky to run it for as long as we did with Dan Wieden as our boss.
The Book of Oregon won a Lion at Cannes, a Rosey, a D&AD Yellow Pencil and was selected for I.D. Magazine’s Annual Design Review.
The Oregon Golfers film won a Rosey and the Oregon Tourism website won a Webby and got into the Communication Arts Interactive annual.
Creative Partners: Alison Rusen/ Ginger Robinson Illustrator: Scrappers Photographers: Chris Mueller/ Kurt Hettle