IL Dept. Tourism
"Up For Amazing"
JWT, Chicago
Copywriting, Art Direction, Creative Concepting
LGBTQ International & Domestic 2017
"Picture Amazing" Social Engagement, Domestic 2017
We'd ask residents and visitors alike to show us what makes Illinois amazing to them for a chance to win prizes and passes to events and places around the state. By posting their amazing photos to social with the hashtag '#pictureamazing,' the Illinois Department of Tourism would have the opportunity to amplify users' stories and photos, and share with other travelers around the world. Selected user-generated content could then be featured across various marketing channels, showcasing authentic, only-in-Illinois experiences to inspire potential visitors to come share their own memories.
To help remind residents and visitors of the campaign, and to promote participation, special 'Picture Amazing' stencils would be laid down in key spots selected for their photogenic views and/or breathtaking vistas.
Up For Amazing in Chicago - Divvy Partnership Extension, Domestic 2017
Rather than treating a Divvy kiosk as simply one more place to put an OOH poster, the Illinois department of Tourism would leverage Divvy's digital components and launch a fully integrated experience for their bike share users.
In addition to specially branded kiosks and bikes, the Transit app would feature custom branded mile marker pinpoints marking key Up For Amazing locations. Active users would also receive Enjoy Illinois branded emails and push notifications encouraging them to participate in scavenger hunt-like games for chances to win rewards and prizes.
Edgar Freecards, Germany, International 2017
Having enjoyed quite the cult following since their inception in 1999, Germany's Edgar Freecard celebrated its 25th Anniversary in 2017. Known for their striking graphic designs and often provocative or irreverent tone, these postcards have a reach of approximately 16.5 million people between the ages of 18 and 34. Not only was this a great way for JWT to utilize some of the more interesting and obscure images from their asset library, but as a huge fan of these cards myself, I was particularly happy to find use for my (extremely limited) German when it came time to write the copy.
