Breaking the Rules and the Boundaries of Traditional Media for South Carolina Tourism

I helped create a variety of work for South Carolina Tourism, but some of my favorite campaigns were related to some experiential and guerilla advertising we produced.

The first experiential campaign here was part of the award-winning South Carolina “Made for Vacation” initiative. We took over malls across the country with a variety of unique installations that expanded outside the typical paid media spaces. And showed how South Carolina truly is made for vacation in some memorable ways.

The second campaign was the international award-winning Time to Thaw campaign. Chicago winters are brutal. So we extended a warm invitation to anyone that entered the Millennium Park Parking Garage in downtown Chicago.

Check out how we “translated” the Exit signs in the parking garage with writing that got people thinking about not just leaving the garage, but getting the heck out of town to warm up.

The Time to Thaw campaign urged chilly Chicagoans to travel to South Carolina during the winter. The work consisted of a variety of custom installations designed to play off of specific spaces inside the parking garage. The windsurfing wall allowed people to grab the rail of the stairs, take a picture of themselves windsurfing, and share it for a chance to win a trip to South Carolina.

Other installations included Exit sign translations, staircases wrapped to look like suitcases urging you to pack your bags, and more. The campaign received international press and awards.