CALIFORNIA ROAD TRIP REPUBLIC
Windows Down And Volume Up
California is made up of many diverse regions which each have their own unique attributes and marketing challenges. And in order to drive travelers to the rural parts of the state Visit California needed a campaign that could tout what it had to offer. And being that it's off the beaten path, there's really no way to get there than by car. But fortunately, it just so happens that California has always been known to be a great place to take road trip. Route 66 begins here. Highway 1 is probably the most iconic roadway in the United States. And there are over 400,000 square miles to explore. So we decided to tout ourselves as the ultimate road trip destination and anointed California as the official "Road Trip Republic." We planted our flag and developed a digital campaign touting our unique Road Trip Republic tenets and beliefs, and what we stood for. And we kicked off the whole effort with a spot that featured the ultimate road trip anthem.
Associate Creative Director — Mering
OTV
"Born To Be Wild" :45
"Photo Less Taken" :06
"Roof Rack" :06
"Buckled In" :06
"Coastline" :06
Campaign Creative
These California Road Trip Tenets lived across print, outdoor and digital ad space.
Minifornia
As it turns out, there's a couple of barriers travelers have when it comes to visiting California. The first are those who think they already know everything there is about the state, that they've 'been here, and done that.' The second, ironically, are those on the other side of the spectrum who don't know where to start due to its sheer size and scope. So when we were presented with an opportunity to create an instillation and takeover at Waterloo Station in London, we jumped at the chance to tackle both. We decided to bring the California road trip on the road, in an epic, yet "fun-sized" package. Introducing Minifornia. A 30 by 30 foot "no detail is too small" miniaturized version of the state complete with iconic road trip routes and self-driving cars which broadcast POV footage to headsets and to large screens throughout the station. We partnered with the "A-list" of Hollywood set builders and spent 12 excruciating weeks crafting the model in minute detail, ironically at scale rarely seen. The impact was amazing. Not only was it impossible to pass up without staring, but people stopped and spent precious minutes on their commute gazing at it to take it all in. And most importantly, it accomplished showcasing the state in a digestible fashion, while at the same time introducing people to some of the new regions California has to offer.
