Tennessee 225 Campaign
The State of Tennessee needed captivating creative to commemorate 225 years of statehood. Our job was to raise awareness for the anniversary and tell the story of Tennessee’s culture and history with an integrated marketing campaign.
Tennessee is known for three beloved things: Dolly Parton, Jack Daniels and the Smoky Mountains. So we knew connecting local legends with powerful places would increase awareness and buzz. As a place where music has played an enormous role in its culture and heritage, we kept that theme within the story of each poster and creative piece.
We created a campaign that celebrates the state’s heritage and beauty while highlighting historic figures, milestones and traditions. To stay human-centered, we invited state residents to share their untold, personal stories of the moments that made the state feel like home to them. Participants were rewarded for sharing their unique memories with one of three limited-edition posters.
Using Tennessee artists, the custom posters had a unified design with patriotic state colors depicting unique icons for East, Middle and West, TN. We expanded the brand across the website landing page, a custom logo, social media posts and a video featuring the beloved Dolly Parton. The campaign successfully established and deepened citizens’ connection and perceptions of the state.
Each of the three posters: West, Middle, and East.
What a labor of love; to be tasked by your home state to celebrate and commemorate their statehood. I’m so proud of the creativity, collaboration and craft that we brought to this program. It was met with critical acclaim and the National ADDY Award was the cherry on top.”
We explored numerous marks and ensured each of the three grand division of Tennessee were well represented in visuals.