The Shipyard, one of the nation’s fastest growing agencies in 2023 (Adweek), has launched its latest high impact campaign for Visit California. Called “Let's Play,” the campaign is anchored by a joyful spot that highlights California’s adventurous spirit and underscores the iconic state’s status as the ultimate playground.
Visit California conducted global research to validate its first brand-positioning evolution in more than a decade and what came forward was the very powerful and important insight that California inspires people to play. The state’s “you do you” ethos and vast and diverse offering makes it the ultimate playground.
“California’s DNA as a famously playful place is globally recognized,” Caroline Beteta, Visit California President & CEO says. “With sunny weather year-round and endless options for entertainment, California is the ultimate playground for visitors from across the globe. This new campaign beautifully captures this distinction and invites the world to come express their individual form of play in California.”
The campaign’s playful star — a colorful beach ball — was invented in California in 1938, and viewers are drawn in to follow it through the state as it gets batted back and forth in an impromptu game of keepie-uppie. From towering sequoias in Northern California to sunny SoCal beaches, the diverse landscapes of California provide a picturesque backdrop as locals and visitors from all walks of life work together to keep the beach ball in the air.
“Play is a critical part of human existence and can be transformational, especially when combined with travel,” explains Kerry Krasts, Executive Creative Director at The Shipyard. “California is blessed with the biggest and best playground anyone could ask for and the beach ball represents California’s playful spirit and the contagious nature of fun and joy that you feel when you are here.”
The integrated “Let’s Play” campaign launches March 4 and will be backed by a $32.8 million media budget across Linear TV, connected TV, streaming platforms, digital media, podcasts, social media, and out-of-home advertising in the U.S., Canada, Mexico, U.K., Australia, and China.
“Using a beach ball to journey across the state was a fun, visual metaphor for the spontaneous adventures waiting around every corner,” says Krasts. “The song “Mr. Blue Sky” by Electric Light Orchestra — called the happiest song of all time — gives us the perfect bounce to tie it all together.”
2024 AICP Awards Tour Concludes with Stops in Dallas and Chicago
The 2024 AICP Awards Tour concludes with stops in Dallas and Chicago this month as it wraps up its tour of cities across the U.S. The National Tour brought presentations, panels and screenings to marketers, advertising agencies, production and post production companies. The AICP Awards will be in Dallas on Thursday, November 14th, at the Perot Museum of Nature and Science, followed by the Chicago event, set for Thursday, November 21st at The Old Post Office. Tickets are available now for both events at www.aicp.com. In Dallas, the program kicks off at 6:45 pm with a happy hour, followed by the screening and panel discussion at 7:30. The evening ends with a networking reception from 8:30 to 11:30. The Perot Museum of Nature and Science is located at 2201 N. Field Street in Dallas. Appearing in Dallas will be Abe Garcia, Chief Creative Officer, Dieste; Julia Melle, Director of Brand and Content, Southwest Airlines; and Isaac Pagán Muñoz, VP, Executive Creative Director of PepsiCo Foods. The panel will review selected winners from the suite of the AICP Awards programs, offering insights into what made them rise to the top of their respective categories and share their viewpoints on key trends in the industry. The Chicago stop starts at 6:00pm with a happy hour, followed by the presentation and screening at 7:00pm. A reception caps the event, starting at 8:00pm and concluding at 11:30pm. The Old Post Office is located at 433 W Van Buren Street in Chicago. The panel there will feature 2024 AICP Awards Curators and Winners from the marketer, agency, production and post production sectors who’ll highlight this year’s winners. The conversation will include a discussion about the winning work, including insights... Read More