In Case of Winter

Goal

Greater Fort Lauderdale is a destination everyone loves, but doesn’t always think of. Coming off of their 2023 campaign, Everyone Under the Sun, Visit Fort Lauderdale wanted to establish itself as the go-to destination to escape the winter cold.

While other destinations leaned on predictable imagery, we took a fresh approach—leveraging the well-documented psychological effects of winter blues to position Greater Fort Lauderdale as the ultimate mood booster

Role

Art Director

Deliverables

Campaign

Team

Noah Williams (Creative Director), Ross Goldstein (Associative Creative Director), Michael Grubbs (Art Director), Beckett Asselin (Social Art Director), Shea Sweeney (Copywriter), Factory 360 (Pop Up Production)

Insight

Using the insight that February was the most depressing month of the year, we targeted cold, busy cities, where people don’t often take the time to go on a vacation or put themselves first. In New York, we caught everyone’s attention with 3D billboards reaching out to them. In Chicago, we created a warming station where people had to “break the glass” to enter.

This campaign forced people to take a pause and reflect on the vacation they need and showed them why they need to do it at Fort Lauderdale.

This campaign all started from an internal "what if" brainstorm that kept momentum after the client was interested in changing their role in the Florida tourism market. I directed the paid media ads, Times Square billboard and interactive Chicago activation.