Ads Should Do More Than Just Sell Products

Travel Oregon - 7 Bikes for 7 Wonders

Travel Oregon's '7 Bikes for 7 Wonders' Campaign, 2015

Copywriters: Shaine Edwards, Matthew Dickman

Art Director: Matthew Carroll

Agency: Wieden Kennedy

To quote my friend the talented art director and writer Matthew Carroll, "To promote bicycle touring in Oregon, we asked 7 of the best bicycle builders in the state to create 7 custom, hand-built bikes inspired by the 7 Wonders of Oregon. The project included an exclusive bike show (attended by Governor Kate Brown!), a series of short films and a crazy scavenger hunt to find the bikes as we hid them over a period of seven weeks across Oregon. So not only did we promote cycling tourism in Oregon, we actually got people out there. The campaign stats were pretty impressive but more than anything the passionate response on social media was the most rewarding." While I am listed as copywriter, along with Shaine Edwards, and Matthew Carroll as AD, this was all (and more) of us throwing in to concept and design something fresh -- a full-scale IRL event, not a commercial - advertising as social practice