Only Slightly (More) Exaggerated - Travel Oregon | Clapboard Ad Archive
Travel Oregon’s 2019 campaign Only Slightly (More) Exaggerated, crafted by Wieden + Kennedy, redefines destination advertising by embracing a bold, animated approach that celebrates the state’s authentic appeal through imaginative exaggeration. In a competitive travel and leisure market, this campaign harnesses the storytelling power of animation studios Psyop and Sun Creature to visually amplify Oregon’s natural landscapes and cultural vibrancy without compromising the core truth that it is a real place visitors can explore firsthand. By leaning into hyperbolic and surreal visuals, the campaign embodies what Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit—where the product’s advantages are represented through symbolic, heightened imagery rather than straightforward narratives or testimonials. This creative choice allows Travel Oregon to capture the wonder and adventure inherent in its diverse offerings, from rugged coastlines and towering forests to thriving local communities, presenting them as larger-than-life experiences that remain grounded in reality. The single film asset, distributed across Travel Oregon’s digital channels in English throughout the United States, serves as a compelling call to action that prioritizes emotional resonance and imaginative engagement over conventional persuasion. This strategy not only differentiates Travel Oregon’s brand identity but also challenges traditional destination marketing by delivering a visually arresting, playful portrayal of place that invites viewers to envision themselves within Oregon’s unique environment. The campaign’s emphasis on genuine discovery and real-world adventure, juxtaposed with its stylized animation, deftly balances credibility with creativity, ensuring the message resonates with an audience seeking both inspiration and authenticity in their travel choices. Clapboard rates this campaign 84/100. Only Slightly (More) Exaggerated matters to the travel and leisure industry because it demonstrates how combining inventive animation with symbolic storytelling can elevate destination marketing beyond mere promotion and into the realm of memorable, emotionally charged brand experiences.
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