SapientNitro Attracts Freezing Northeasterners to Visit Florida with Integrated Campaign
Integrated Campaign Combines Taxicab Toppers With Broadcast and Web Videos of Tourist Flocking to Florida
NEW YORK --(SPW)--
Sapient Nitro (Miami) has progressively rolled out an integrated campaign in the northeastern states. The campaign introduces consumers to the insight that they, like birds, can flock South to Florida to escape the winter. The launch commercial features a flock of people flying in formation on a southerly migration, marveling that winter can be filled with warm weather, pristine beaches and theme parks. The team then rolled out a series of taxi toppers that feature life-sized mannequins posed mid-flight with the caption "Fly South This Winter". Consumers are directed to the Visit Florida website where they can watch additional web films featuring the migrating human flock.
The campaign’s commercial and web films were directed by David Gaddie of The Colony, New York. According to Gaddie, the challenge was to create a highly memorable campaign for Visit Florida using humor rather than relying on the eye candy of traditional tourism advertising.
"The idea was to create films that feel very real and irreverent. This was not going to be the clichéd tourism campaign. Instead of shooting the actors against green-screen, we shot them suspended over a beach against an authentic, blue Florida sky. We took an approach that was as simple and in-camera as possible and gave the cast a chance to have fun with the comedy," said Gaddie.
Visual effects and post production was completed at Afterparty in New York.
Campaign videos:
"The Warmer Side of Winter"
Click here to view this screenwork online
"Winter Migration"
Click here to view this screenwork online.
"Beauty"
