We are all familiar with the stereotypes that come up in the majority of tourism ads: imposing mountains, long pink-sand beaches, perfectly blue waters, and fields covered with a colorful floral blanket, all wrapped up in an amazing culture and long history.

If you were to watch only tourism ads, you’d feel like experiencing a perpetual déjà vu. But that’s not the case for Wieden+Kennedy Portland‘s ad for Travel Oregon “Only Slightly Exaggerated,” in which everything seems to have nothing to do with reality.

From east to west and from north to south, the state of Oregon has it all: ocean and desert, mountains and plains, forests and volcanic formations, cascades and long rivers. Each of these regions is home to a diverse array of wildlife which nicely animates the stunning landscape. It does sound like a dream destination, right?

So, it was easy for the creatives to get inspired by the natural wonders of this vast space and, together with Psyop and Sun Creature Studios, transform them into a brightly colored animation that presents a series of outstanding adventures one can take on while in Oregon.

According to the 90-second video, if you are going to visit Oregon anytime soon, you’ll experience something unprecedented. For example, while exploring Mt. Hood and the Columbia River Gorge you will probably meet some frogs reading the newspaper. Yes, you hear that right! Or you can stop and admire the colors of Oregon blooming on a field where giant bunnies run through a field of highly-colored tulips. Not convinced?

Further, you’ll meet some sort of a god whose main purpose is to manufacture clouds. At night, you’ll see stars falling from the sky plunging into the heart of the Crater Lake. Everything seems to be shrouded in magic here, and if you hadn’t had enough, then you can go straight to the Three Sisters Wilderness and admire whales breaching the sky.

The video, scored by the Oregon Symphony, pays a wonderful homage to the state’s marvelous landscapes and although it depicts a series of fictitious episodes, the ad remains true to its tagline: “Whoever you are, wherever you come from, and whenever you return, Oregon welcomes you and your daydreams.”

Speaking about the world that would make even Lewis Carroll’s Alice jealous, W+K Art Director Nick Stokes said: “We thought Oregon deserved better than just another travel ad. So we turned to animation to try and capture its magic. We’re very proud of the work, and I’m honored to represent my home state in such a unique way.”

Although the video is accompanied by a description that explains it is “Based on actual events. More or less,” it should be noted that no matter how beautiful this imagined place looks, Oregon itself doesn’t have such a fantastic background. The Oregonian mentioned pretty clearly that the video “might be giving people an inflated idea of what to expect when they visit the state.” So, don’t get your hopes too high because you don’t want to end up experiencing Paris Syndrome.

The magical campaign was launched in Portland, San Francisco, Seattle, and Phoenix, and is supported by cinema, TV, digital, and OOH ads. Travel Oregon announced that the initiative will be complemented throughout the year with new content, GIFs, and other short animations dedicated to each of the seven regions promoted within the campaign. Have you changed your mind about going to Oregon? Let us know!

Credits:

Client: Travel Oregon

Agency: Wieden+Kennedy Portland

Animation: Psyop & Sun Creature Studios