Travel Oregon’s “Only Slightly Exaggerated” campaign
Inspired by the viral success of the “Only Slightly Exaggerated” campaign last spring, Travel Oregon is launching part two of the animated campaign that gives viewers a creative glimpse of the magical feeling of being in Oregon.
The new 1:45 minute video continues the visual narrative, showcasing different locations, experiences and thrilling adventures in Oregon—from venturing deep into the Oregon Caves National Monument to paragliding over the Steens Mountain. Like the original, this new video features a cast of animated human characters, native flora and fauna and new fantastical beings, including mystical cloud-people and a sea-stack creature, to name a few.
In addition to the sweeping outdoor animated imagery highlighted in the video, the viewer also gets a taste of Oregon’s culinary bounty. In the restaurant scene, look for the bottle of Oregon Solidarity wine, a nod to the real-life collaboration between four Oregon wineries who came together to help the Rouge Valley wine region that was affected by the Southern Oregon wildfires last summer.
“The goal of this campaign is to welcome and invite everyone to experience a happier state of being while traveling in Oregon,” said Travel Oregon CEO Todd Davidson. “As people are overwhelmed with the distractions of modern life, experiencing the wonders of Oregon can be the answer for that. Whether that respite is on a beach, in a high desert or under a forest canopy, there are abundant opportunities to unplug and reconnect with yourself and nature here in Oregon.”
The campaign launches tomorrow in the target markets of Portland, Seattle, San Francisco, Boise, Tri Cities, Eugene and Bend. The media buy includes cinema, TV (launching during Final the Four), digital, billboards and on MAX Light Rail trains. Moreover, the campaign will be extended throughout the year through our annual visitor guide, downloadable wallpapers, posters, postcards, GIFs, shorter animation clips, and immersive new online content highlighting locations in the campaign that travelers can visit—the Oregon Caves, Steens Mountain and Clear Lake to name a few.
Utilizing the strong creative teams from the 2018 campaign, which generated more than 10 million worldwide views, the new video was brought to life in collaboration with long-time advertising partner Wieden+Kennedy with animation by Psyop and Sun Creature Studios and the musical score composed by Jim Dooley.
“Our goal with Only Slightly Exaggerated, both last year and this year, is to visualize the emotional experience of visiting Oregon. By using animation, we are able to capture experiences that go beyond traditional travel films, while also feeling unique to our state, said Ansel Wallenfang, creative at Wieden+Kennedy.