Travel Oregon is going elemental in this year’s campaign, “Extraordinary is Ordinary,” featuring the building blocks of the state in “Oregon Rocks,” “Oregon Water” and “Oregon Soil.” In a state where you can feel and experience things you can’t anywhere else, there’s a lot that sets Oregon apart from every other place.
It’s a state where beauty is commonplace and even the most mundane things provide a lot of magic. That’s why Wieden+Kennedy chose to focus its Travel Oregon campaign on the three most basic components that make up Oregon–rocks, water, and soil. In this campaign, W+K and director Gerson Aguerri via production company Canada filmed real people and used footage from real locations in all of Oregon’s seven regions and paired that with elements of stop motion, animation, CG, and practical FX to show people how in Oregon, "Extraordinary" is "Ordinary."
This “Oregon Rocks” spot shows that Oregon does indeed rock.
“We believe Oregon is so extraordinary that even the basics like rocks, water and soil (which every state has) are extra special here. That even the mundane things are not mundane. Our water is specific enough to create the best beer and sake, our soil’s perfect for growing some of the best vineyards, and our rocks are what athletes train on. This campaign highlights that 'Extraordinary' is what this place is made of and what makes everything that happens here so special,” said W+K art director Nick Stokes, who served as a creative director on this campaign.
Credits
Client Travel Oregon Agency Wieden+Kennedy, Portland, Ore. John “JP” Petty III, Ana Balarin, Hermeti Balarin, executive creative directors; Nick Stokes, Ansel Wallenfang, Derek Szynal, creative directors; Elora Clement, art director; Rebecca Russell, Kamey Murphy, copywriters; Stefan Smith, VFX creative director/supervisor; Orlee Tatarka, head of production; Felicia Glover, Jennifer Fiske, sr. producers; Amy Streger, Victoria Tengblad-Kreft, design producers; Cathy Ormerod, Vicki Liu, designers; Anthony Holton, strategic planning. Production Company Canada Gerson Aguerri, director; Marta Argullos, exec producer; Oscar Romagosa, CEO & exec producer; Lisa Margulis, managing director & exec producer; Malcolm Hadley, DP; Anna Colomer, production designer; Anthony Farquhar-Smith, head animator; Zlatin Radev, stop motion supervisor; Marta Loza, art director; Lili Dancheva, local art director; Ahida Agirre, stylist. Production Services Solent Films Live-Action Background Footage Katie Falkenberg, Patrick Stanton, Pond 5. Editorial Joint Eric Hill, editor; Charlie Harrington, Ian DeVore, assistant editors; Jenny Greenfield, producer; Kathleen Russell, exec producer. VFX & Finish Joint, Portland, Ore. Leif Peterson, Flame lead; MB Emigh, David Stern, Flame artists; Noah Poole, Amanda Elliott, Flame assist; Gavin Wright, CG artist; Nirad “Bugs” Russell, exec producer; Sarah Zerina Usmen, VFX post producer; Zai Outlaw, VFX post coordinator. Recruited artists include: Simone De Salvatore, matte painter; Brett Stenson, PDX artist & designer (Toolbox: stop motion animation, Flame) Color Joint Jasmine Vazquez, colorist. Original Music Marmoset Sound Design Joint Natalie Huizenga, sound designer. End Graphic Design Brett Stenson Audio Post Joint Natalie Huizenga, audio engineer; Candace Mortier, associate audio engineer; Louise Woodward, audio producer; Kathleen Russell, exec producer.
Stain remover Vanish presents this emotional short film--created by BETC Havas, Sao Paulo, and produced by LOBO--that explores the profound consequences of bullying and highlights the importance of open conversations between parents and children. Titled The Bully Monster, the animated film premiered at the Maquinaria Festival in Rio de Janeiro on February 15 in a special edition featuring family-focused programming.
The film’s protagonist is a boy who experiences bullying at school but keeps silent about his suffering. Isolation turns sadness into insecurity, creating invisible emotional scars that only grow in the absence of dialogue. When his mother notices stains on his uniform, these marks become the starting point for a revealing conversation. As words find space to make themselves heard, the stains begin to fade.
This initiative aligns with the Vanish Saves Your Uniform campaign, which, for the past three years during the back-to-school season, has engaged with parents by positioning the brand as a trusted partner in preserving school uniforms. This year, Vanish decided to broaden the conversation, bringing bullying into the debate as the real stain that can impact a child’s life.
The Bully Monster is being screened as preshow material in movie theaters starting February 20 and will also be available on streaming platforms and digital channels. In addition to the film, the campaign will include out-of-home activations and school initiatives through a partnership with Abrace – Preventive Programs, the founding organization of the “Bullying-Free Schools” program, which has been equipping institutions with resources to combat school violence for 12 years.
“Research indicates that stains on a uniform can... Read More
