The peaceful side of the Smokies.

A break-through ad campaign was needed to persuade vacationers that there is a quieter side to the Smoky Mountains away from the busy destinations of Gatlinburg and Pigeon Forge, where many people come to visit Dollywood and other attractions. Working with an illustrator, we developed a concept where isolation is portrayed as a positive thing, a get-away chill-vibe to consider outside of the go-to destinations in the mountains of the Appalachia.

Becoming one with nature, and a sense of creating tradition was at the forefront of our initial concepts for this campaign, that no doubt followed us to the final creative. Not only does peaceful quality time away from mobile devices strengthen and build family bonds, but it also provides a sense of belonging and security that most families need, especially if these traditions can be made together. This 360° key art campaign was focused in busy airport and travel locations to remind people that nature is calling, away from it all.