A Microsite that Educates and Entertains
The campaign is designed to drive audiences to a microsite where they find everything they need to plan safe adventures as well as funny outtakes from Frank and Morris.
Head on over to adventuresafe.org to see it for yourself.
Head on over to adventuresafe.org to see it for yourself.
The Cast
Creative Director + Copywriter, Julie Comstock
Account Manager, Machel Devin
Project Manager, Lindsay D'Allesandro
ACD + Design, Jamie Lancaster
Art Director, Annie Francl
Video Production, Playfight
Account Manager, Machel Devin
Project Manager, Lindsay D'Allesandro
ACD + Design, Jamie Lancaster
Art Director, Annie Francl
Video Production, Playfight
A Tourism Campaign for Locals
This is the first campaign by The Utah Office of Tourism made specifically for residents. As such, we worked across Utah's tourism economy including DMO's, The Department of Natural Resources, and stakeholders to understand their needs and insights.
From them, we learned that Utah residents account for more rescue events than visitors. We also learned that locals don't want to be told how to adventure. They resent anything that feels like being lectured to.
That's why the humor and charm of the puppets was only part of the strategy. Just as importantly, we framed safety know-how as "personal responsibility" and "common sense." Frank's honesty allowed us to lean into the bold independence of Utah culture, turning it to our advantage.
From them, we learned that Utah residents account for more rescue events than visitors. We also learned that locals don't want to be told how to adventure. They resent anything that feels like being lectured to.
That's why the humor and charm of the puppets was only part of the strategy. Just as importantly, we framed safety know-how as "personal responsibility" and "common sense." Frank's honesty allowed us to lean into the bold independence of Utah culture, turning it to our advantage.
Here's what our partners have to say:
Super creative. I want to congratulate the team and all involved... This will go down in history as one of the most creative things ever created.
Kevin Smith, CEO at Tuacahn
Out of the box thinking. Super creative. It's really hard to capture educational messages in a way that doesn't sound preachy.
Jennifer Wesselhoff, President and CEO Visit Park City
Overall, the campaign's well done. Fantastic.
Jason Murray, President at Southwest Adventure Tours
Kevin Smith, CEO at Tuacahn
Out of the box thinking. Super creative. It's really hard to capture educational messages in a way that doesn't sound preachy.
Jennifer Wesselhoff, President and CEO Visit Park City
Overall, the campaign's well done. Fantastic.
Jason Murray, President at Southwest Adventure Tours
