Costa Rica | AOR- MMGY
Associate Creative Director: Brenna Paxton
Senior Copy Writer: Becky Boeshaar
Art Director: Dani Maslan
Associate Art Director: Kira Jeffries
2023 - Present
In the summer of 2023 I made the decision to align myself with a new team. With that came new clients, Essential Costa Rica, being one of them! As you can imagine, I absolutely love working on this account. It’s a dream destination.
Jumping into our “More Essential Than Ever” campaign couldn’t have come more natural to me. This is the first campaign I have worked on for any account that truly embodies what it’s communicating and it doesn’t get much better than that. Everything from the copy, the visuals, and the delivery of our final media tactics fully reflect their purpose and I am beyond proud to be a part of it.
All of that to say, our creative strategy direction leans very heavily into the tension that with everything going on in the world, it’s easy to put off things - like an international trip to Costa Rica - that may seem like a luxury….but we know that Travel enhances your well-being and traveling to Costa Rica can provide our audience the space to restore, rebalance and enhance their lives.
GOAL
Increase awareness and inspiration for Costa Rica as a first-choice travel destination at any time of the year.
HUMAN TRUTH
Travel enhances your life and well-being.
OWNABLE OPPORTUNITIES
Costa Rica’s brand essence and brand experience create a space of restoration and balance to enhance travelers’ lives.
AUDIENCE
Curious adventurers who seek enrichment through lived experiences and are looking to prioritize the things that matter most.
TENSION
With everything going on in the world, it’s easy to put off things — like international travel — that may seem like a luxury.
SOUNDBITE
Now’s the time to get back to what’s most essential. We can’t afford not to.
SOLUTION
Essential Breaks: Providing moments of calm amidst the chaos.
People are bombarded at every turn with information, news and distractions. We don’t often give ourselves the ability to turn it all off and find the kind of balance that’s everywhere in Costa Rica. So who better than us to give people unexpected, relaxing breaks where they spend so much of their time.
What initially started as a concept for CTV spots turned into our approach for all of our tactics. Everything from our display banners to our email layouts were all designed, written and executed with one major theme in mind to inspire people people to go to Costa Rica in a such a way that emulated everything that Costa Rica stands for: an Essential Break.
WHOLE FOODS + AMAZON PARTNERSHIP
This was one of the first projects I was heavily involved in on this account. We had the unique opportunity to design artwork for 2 million Whole Foods kraft paper bags which were used to deliver any Amazon ordered Whole Foods groceries until the stock ran out. It was a perfect partnership. Costa Rica is one of the most sustainability-minded countries on the planet, producing some of the world’s best coffee, chocolate and produce while Whole Foods is committed to selling the highest quality of natural and organic foods, some of which are sourced directly from Costa Rica.
Embracing our Essential Breaks concept, we wanted to create a design that was aesthetically pleasing, a visual respite encapsulating the beauty and energy that is Costa Rica, but with multiple purpose. We landed on a beautiful illustration depicting a scene from the country’s iconic landscape and we had it designed and illustrated to be used in multiple ways once it’s served it’s primary purpose (containing groceries) such as: A piece of artwork to be used as a coloring page and or to be used as wrapping paper.
Additionally, we created digital EV station and in store signage.
