Forget Disney World, Oregon Is Where Dreams Come True
As a kid when the school year was winding down, all I heard about was where my classmates were going for summer break. I can’t tell you how many times I heard Disney World. My family didn’t have the money. Disney was out of the question. I wasn’t angry. I could not have cared less about Mickey & Co. BUT I am pissed my parents didn’t take me to Oregon!
Inspired by the success of last year’s Only Slightly Exaggerated campaign, Travel Oregon launched a sequel to give viewers an (more) exaggerated feeling toward Oregon. Only Slightly (More) Exaggerated picked up where the first left off. Using a mix of human and animal characters, flora and fauna and fantastic beasts (much more fantastic than those Harry Potter ones), the film showed off Oregon’s appealing geography from its Oregon Caves National Monument and Steens Mountain to the state’s budding wineries!
“The goal [was] to welcome and invite everyone to experience a happier state of being… in Oregon,” said Travel Oregon Chief Executive Todd Davidson. Invitation accepted!
Here’s where the ad climbed the highest mountain…
1. Animation – Reminiscent of Hayao Miyazaki, the animation was a throwback of sorts. It was hand drawn, which is refreshing and novel today. So much is done via 3D, and done so expertly, but as a child of the Disney Renaissance and fan of Princess Mononoke and Spirited Away—the animation was fantastic (and useful)! “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 of Wieden+Kennedy. This will be mimicked by other states, but Travel Oregon has set a high bar (Best Animated Short Oscar!).
2. Fantasy Aspect – The title is Only Slightly (More) Exaggerated, so I was expecting something outlandish, but I was not expecting to be enamored by it! From the get go there are whales flying in the sky—amazing—but, wait, it’s topped! What followed was an island becoming a creature that took control of the sun via a rock that acted as a light switch. The fantasy was strung throughout. What better guest for lunch than Bigfoot in a restaurant where even a frog can find service?
3. Music – Composed by Emmy-winner Jim Dooley, the music provided an upbeat, energetic and inspirational vibe. It was a classical orchestration that sounded like Elmer Bernstein (Dooley studied under Bernstein while attending NYU). It is music rarely heard in today’s bass drops and computerized sound. It was refreshing and beautiful!
4. State Pride – I live in Ohio. More Ohioans complain about it than appreciate it. It’s good to see that sentiment does not proliferate every state. Oregon loves Oregon and you can tell. How do you not want to visit?
No beach bums here!
Only Slightly (More) Exaggerated hit western markets via cinema, TV, digital, billboards, transportation, visitor guides, downloadable wallpaper, posters, postcards, GIFs, short animation clips, and immersive online content. I wanna go to Oregon!