Kansas City | AOR- MMGY
Creative Director: Zach Takenaga
Associate Creative Directors: Brooke Burge, Dave Fymbo
Art Director: Dani Maslan
Associate Art Director: Maddie
Associate Copy Writer: Zoe Replinger
Winter 2023 | 2024
For Winter Brighter, our goal was to pitch and develop a campaign which delivered elevated creative, without being as time and labor intensive as the cut-paper stop-motion animations we created in “Challenge Everything, Create Anything”, while still not having a budget for a photoshoot. However, we did have access and usage rights to some UGC (User Generated Content) photography. While we found a handful of nice photos, the majority of photos available simply did not capture the magic and awesomeness of Ann Arbor. This is when I developed a new look and feel by using my design skills to transform the photography with fun illustrated graphics. Our aim was to really bring out the personality and attitude in Ann Arbor.
As someone who’s always jumped at the challenge of “making champagne on a beer budget”, I couldn’t be happier with how “Winter Brighter” turned out. Not only did we do the best we could with what we had available, our client was beyond impressed and told us that this was the best work our agency has delivered them to date.
REQUEST
We want to inspire visitation to Ann Arbor during the winter months.
OUR PURPOSE
Inspire travelers to understand the importance of taking time to get away from their day-to-day life this winter with a trip to Ann Arbor.
KEY AUDIENCE
House-ridden midwestern travelers who live within 100 miles of Ann Arbor, looking for opportunities to get out of the house and do what makes them feel invigorated during this slower season.
HUMAN TRUTH
For Midwesterners, winter has long been a point of pride. It is a region where people boast of surviving temperatures below zero before wind chill. It’s a season in the Midwest that is both admired and admonished.
TENSION
Michigan is one of the coldest states in the U.S. which leaves Midwesterners to question if they were going away, why not go somewhere warmer?
OWNABLE OPPORTUNITIES
Winter activities in Ann Arbor evoke joy and playfulness.
QUESTION
What if a winter trip to Ann Arbor made you joyful about the winter season?
SOLUTION
Some hibernate all winter long. Not Ann Arbor.
We don’t hunker down. We bundle up, get outside and have a good time. We go to those festivals. We make those snow angels and sip that cocoa. We feel those warm fuzzies and make the most of every moment.
We Winter Brighter.
