ERIK DARGITZ
creative copywriter
NO SMALL ADVENTURE
- brand campaign -
mammoth lakes tourism
We set out to position Mammoth Lakes as “Mother Nature’s Adventureland”. It’s a place of almost-unbelievable natural awesomeness, where everything seems a little bigger; wilder; more legendary—a place where your next unreal story waits around the corner. The campaign we created was "No Small Adventure". And it has been no small success.
Advertising
The campaign used language and line-art illustrations to evoke the mythical-level amazement of the destination across video, print, radio and digital. Well, there were no illustrations in radio, but you know what I mean.
brand video
A big idea with a not-so-big production budget.
The print campaign included single-page units as well as advertorials, like this.
banners
While we had many standard banner units, the campaign has also included some immersive rich media units, like this.
Content - No Small Adventure Stories
Our entire campaign for Mammoth Lakes Tourism is centered around the fact that stories from here are just a little more legendary. It’s a place where the unbelievable happens all the time. This insight came from focus groups and interviews with locals and visitors: we learned that everyone has a Mammoth Lakes story. In this content series, we decided to share some of these epic stories, adding our campaign illustrations to embellish the larger-than-life feel of them.
digital video
Mountain Healing
The One that Got Away
Racing the Sun
social/web
The storytelling continued on social media as well as a landing page on Mammoth Lakes Tourism's website, which featured an aggregate of bite-sized stories (as well as the videos). These smaller stories, made for Instagram, featured a still photo that had moving line images, consistent with our campaign, and a brief summary or snippet of another tall tale.