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PUTTING THE “HELL YEAH” BACK IN LAKE HAVASU.

Video // Digital //

Go Lake Havasu had been running their creative campaign for five years … and it was prime time for a full brand refresh. Well, we’d been waiting for this. So, we grabbed our brightest swim trunks and dove right in.

Challenge

FIND THE AUDIENCE. MATCH THEIR ENERGY.

We researched Go Lake Havasu’s target audience and really, really got to know them. We even gave them a name: “Recreation Renegades.” They’re outdoorsy, thrill-seeking, good-times-loving people who are always ready for their next adventure. Our job was to bring as much energy to this campaign as they brought to their getaways. And this is Lake Havasu we’re talking about, after all. It’s got attitude by the boatful. Shouldn’t the creative feel the same? We certainly thought so. So … we let it rip.

Solution

EDITING TO THE BEAT OF OUR OWN DRUM.

As we set out to accurately represent this place and the people who play there, one thing kept coming up: This was a destination where visitors felt encouraged to go big, take risks, maybe break a rule or two and live life to the fullest. That invitation became the foundation of our campaign, which we titled: “Go For It.”

Our budget only allowed us to work with existing photography and videography, so we had to get creative. Of course, that often leads to fun results. In this case, we recorded a custom song, inspired by a healthy dose of pop-punk, turn-of-the-millennium, MTV Spring Break style. Our very own Editor (a professional musician by night) played all the instruments and provided lead vocals along with our Senior Art Director. How’s that for going beyond your job description? In the end, the song even earned an award for Best Use of Music in an ad campaign.

We’re not finished wowing you!

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