Responses by Michael Seitz, associate design director, 10 Thousand Design
Background: The Stay Wild campaign and movement showcase the wild and authentic spirit of Jackson Hole, what makes it a special destination and the experiences people can have there that they won’t find anywhere else. Numerous creative elements target new visitors across the country and also create an inspiring movement that both visitors and residents can rally around.
Reasoning: We knew the residents of Jackson Hole were just as important as the people we were trying to attract to the area. In the same vein as the “Keep Austin/Portland Weird” movements, we needed to create a rallying cry that everyone could stand behind. Stay Wild was born out of the notion that Jackson Hole is the most unique mountain town there is. The creative embodies the spirit and ruggedness of Jackson Hole, as well as captures its people and Jackson Hole as a destination.
Challenges: We had to develop a national campaign that also needed to work at the local community level. These are two distinct target markets. We wanted to showcase Jackson Hole’s beauty and ruggedness, but also celebrate the community’s commitment to conservation, the people and the places that make Jackson Hole, Jackson Hole.
Specific details: We created a campaign that captured the rawness of Jackson Hole by not overdesigning it. This allowed Jackson Hole’s voice to be heard through the clutter of other destinations.
Visual influences: The People. The Landscapes.
Time constraints: We had to make decisions quickly. This forced us to trust our guts and it paid off.