Responses by David Oakley, creative director, BooneOakley
Background: Our task was to remind city dwellers in the Northeastern U.S. that a respite from their daily routines is not that far away. It’s in a place that is 180 degrees from the confines of your urban office dwellings. It’s time to unwind in the wide-open spaces of The Outer Banks of North Carolina.
Reasoning: We wanted to challenge people to think outside the box for their next vacations. Our jaws dropped when we realized that BOX and OBX, the abbreviation of Outer Banks, were so closely linked. Could the solution be that simple? Move two letters and you transform everything? The answer was yes.
Challenges: There are so many amazing things to do in the Outer Banks; it was hard to decide what to feature in each of the spots “Commute,” “Taxi” and “Complex.”
Favorite details: I love that this campaign focuses on the one thing that truly sets the Outer Banks apart: the way it strips away all the noise and the pressure that most of us live with every day of our lives. Each of these ads is like a mini product demo. You see the benefit happen in front of your eyes. We’re not the cleanser that removes the grass stains. We’re the barrier islands that can cure the common city.
Anything new: You don’t always need a big budget to bring a big idea to life.
Visual influences: The peace and serenity of watching the morning sun slowly rise over the Atlantic from Jockey’s Ridge State Park in Dare County, North Carolina.
Time constraints: Time constraints sometimes have a positive effect. In this case, if we didn’t have a hard media deadline, we would probably still be tweaking the type.
Specific demands: Having a client who understands the creative aspect and knows that you don’t have to shout to have your message heard was instrumental to the success of this project.