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The Colorblind Viewer

The Colorblind Viewer | Tennessee Department Of Tourism Development | VML
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basics
Industry: Transport & Tourism
Media:Promotion & Event
Market:United States
Style: Minimalism
descriptioncnen
Synopsis
The Tennessee Department of Tourist Development is charged with promoting the state of Tennessee to vacationers in the United States as well as internationally. One of Tennessee’s biggest tourist attractions is its scenic beauty, especially during the autumn season when the state boasts some of the most vibrant fall foliage in the country. But with so many other states promising travelers similar views, Tennessee had to remind travelers how special the state’s fall scenery really was.
Strategy
Tennessee wanted travelers to know it has some of the best fall foliage in the country. The challenge was standing out to an audience that was bombarded with the same picturesque fall landscapes from dozens of states, year after year. Many even saw it out their own windows. Fall colors had become wallpaper to them. Our aim was to get them to see Tennessee’s fall beauty with fresh eyes--by showcasing it through the eyes of colorblind people experiencing it for the first time. So instead of buying into the cluttered paid media space, we bought three scenic viewers and some high tech lenses and created an installation that not only promoted Tennessee’s fall colors, it actually changed lives. This strategy then opened the state up to a brand new audience: the millions of Americans affected by colorblindness who may not have previously been interested in fall foliage travel.
Relevancy
In the U.S., fall foliage is a popular tourist attraction. The state of Tennessee is home to some of the country’s most vibrant fall scenery, but many competing states promise travelers similar views. So to showcase how special Tennessee’s fall colors are, we created a piece of ambient media, a special scenic viewer that made it possible for colorblind travelers to see fall colors for the first time, and we put it at the state’s most scenic vistas. The Colorblind Viewer became a beacon of light, drawing attention and visitors from around the globe to Tennessee’s fall beauty.
Outcome
As video views quickly reached 9MM, the story became national news with features on The Associated Press, NBC Nightly News and ABC as well as sites like Upworthy and GoodNewsNetwork--resulting in 662MM earned impressions and $2.5MM in earned media value. The Colorblind Viewer was even featured on the CBS television program, “Innovation Nation” which showcases present-day change makers. As the news traveled, so did people. The weeks following the campaign, hotel revenue near viewer locations was up 9.5% over the previous year. And an indication of the cultural impact, the public even began lobbying for the viewers to be installed in other states and parks across the country. As a result, Tennessee is currently working on a manufacturing process to make that possible. What started as an innovative advertising idea, turned into a life-changing product that will now make the beautiful landscape of America inclusive to more people.
Execution
With the help of an optometrist, a technology company and an engineer, we outfitted classic scenic viewers with special lenses that can help alleviate red-green color deficiency. Then, on October 26th 2017, we permanently installed the viewers at three of Tennessee’s most impressive scenic vistas. We invited colorblind people to use them and captured their reactions for an emotional short film that was posted online and distributed to national media outlets. Because of the limited window of fall foliage, we used paid media to promote the film on Youtube, Facebook and Twitter to 21-to-54-year-olds within short driving distance of Tennessee. Secondly, we targeted people with colorblind-related search history. As the news stories began to spread, we used paid support to amplify the best coverage.
CampaignDescription
We realized there are roughly 13 million Americans who have never seen the changing fall colors because they suffer from red-green color blindness. So we wondered, what if Tennessee could be the place they saw the true colors of fall for the first time? To make it possible, we created The Colorblind Viewer. The world’s first scenic viewer equipped with high-tech lenses that help alleviate red-green colorblindness. Three of these unique viewers were permanently installed at the state’s best scenic vistas. As colorblind people used them, and witnessed the red and orange glory of fall for the first time, we captured their emotional reactions for a short film to share the experience.
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awards
Cannes Lions International Festival of Creativity 2018
Silver Media
Sectors > Travel
Cannes Lions International Festival of Creativity 2018
Silver Media
Channels > Use of Ambient Media: Large Scale
Cannes Lions International Festival of Creativity 2018
Silver PR
Use of Technology
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Channels > Use of Stunts
Cannes Lions International Festival of Creativity 2018
Shortlist Media
Channels > Use of Technology
Cannes Lions International Festival of Creativity 2018
Shortlist PR
Low Budget / High Impact Campaign
Clio Awards 2018
Shortlist Public Relations
Special Event
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