In case you missed it, we launched a new advertising campaign last night after The Super Bowl. The State of OR campaign is designed to entice travelers to visit the state while also reminding Oregonians what makes the state so remarkable. At the center of the campaign is the idea that Oregon is a diverse and expansive state full of contrasts, spread across seven distinct regions all in one place: cities or forests, relaxation or adventure, outdoors or nightlife, local charm or big city flair, the rugged or refined.
In “The State of OR”, Oregon challenges the country – and the world – with a question: What if you didn’t have to choose between either, OR? The message is rooted in Oregon, but it reveals a truth about the world that is bigger than one state alone: that contrasts can coexist. That differences can spark not division, but curiosity, discovery – possibility. The State of OR, is both a place, and a way of thinking, that broadens the way we look at the world around us.
The campaign was shot and produced entirely in Oregon, and the team of people behind the work, from our agency Wieden + Kennedy, to director Janssen Powers and our post-production partners, are almost all locally based. The work is a message from Oregonians, capturing their love of the state, and shaping it into an offering to share with the rest of the world.