Redefining Oregon Guides

There's no better way to experience Oregon than through the eyes of those who know it best. Guides provide the gear, instruction and expertise in a small-group setting to boost your confidence so you can go back out and try the activity yourself. Guides can help you access Oregon's coolest adventures, from backpacking, cycling and paddling to wine tasting, snowshoeing and stargazing.

THE ASK: Translate a campaign featuring real Oregon Guides and a crew of “Sidekicks” into social content that will resonate with niche communities on TikTok, stir engagement on Instagram, and build affinity through and through.

THE INSIGHT: Pair real-life guides with the 'Sidekicks' to craft personalized stories and itineraries, we can transform Oregon’s overwhelming choices into immersive travel experiences.

THE APPROACH: Let the unique personalities of Oregon guides — both human and puppet — shine through. Highlight personalized adventures and seasonal trends in sustainable travel, outdoor activities, and cultural experiences. The result, was immersive, socially native content that deepened visitors' understanding and appreciation of Oregon.

Team
Creative Director: Elissa Kevrekian
Producers: Kate Adolphson, Reid Fuhr
Art Directors: Sarah Champeau, Beckett Asselin
Photographer/Videographer: Ian langenhaysen
Writer: Ryan Coons