Creative Brief:
Agency: Andy Advertising
Client: Eastern Oregon
Job #: 1
What’s the job?
We are branding what it means to be agricultural opportunists in Eastern Oregon with the intention of drawing in ambitious people from metropolitan areas. Agricultural opportunists cultivate business from the natural resources of their environment. Whether their specialty is inspired by the trees, hills, crops, or lakes, there is a place for them in Eastern Oregon.
Who’s the audience?
Andy is an agricultural opportunist who is looking to build his business without the stress of the fast-paced market in the city. He’s looking for a wide open space to grow his business and family at his own pace.
What’s the goal?
We want brands to root their businesses in Eastern Oregon; a place where good ideas are greeted with a handshake, hard-work is expected, and the success of the brand is in the maker’s hand.
Single most important thought?
Agricultural opportunists should embrace Eastern Oregon because the region’s natural resources and mutual community offer them the freedom to pursue their specialty on their own terms.
Why should they believe the message?
Our audience should believe that there is a place for them in Eastern Oregon because the community’s interconnection allows local businesses to benefit from one another. The natural resources they need are in their backyard, and our research shows that Eastern Oregon’s agricultural sector is among the top 10 booming industries in the region.
Why should they care?
When living in metropolitan areas, agricultural opportunists are restricted because of the distance from natural resources and a supportive local market. Eastern Oregon is a place where agricultural brands can thrive in their own environment. Successful brands like Pendleton and Carman Ranch validate Eastern Oregon as a place where agriculture and opportunity go hand in hand.
Archetype:
Jason Mraz is a successful and down-to-earth musician. He wanted to escape the fast-paced lifestyle of the city; so he decided to buy an avocado farm outside of San Diego. He bought the farm so that he could have a place to go and relax outside of his hectic life in the city. Over time, he realized that the farm is more than a weekend getaway. He discovered how much happier he was living off of the land and enjoying the freedom that the farm had to offer. Mraz acts as a “big brother” to our audience because he understands life both inside and outside of the city. Mraz fulfills the dreams of many agricultural opportunists by following his passion in a region that supports it. Much like Mraz, agricultural opportunists enjoy wide open areas to explore their passions, and cultivate those passions from the surrounding resources.
“I’m just ready for a break. [The music industry] feels like a corporate job sometimes.” -Jason Mraz [1]
Mood Board:
Our mood board is a combination of earth-toned colors and photos that represent Eastern Oregon. The natural scenery depicts the region’s open spaces, the small business hints at the local economy, and the ranch images highlight a focus on agriculture. This collage is meant to illustrate a feeling for Eastern Oregon that is welcoming and relaxing.
Colors:
Our color scheme is a mixture of baby blue, rustic burgundy, earthy brown, and grassland yellow. We chose these colors because they represent the natural resources that thrive in Eastern Oregon. Blue represents lakes, rivers, open sky, and big opportunity. The browns stand for wood, sturdiness, soil, clay, and the molding of new ideas. And the yellow depicts hay, wheat, and sun. These colors work well with our project because we define the agricultural opportunists as those who cultivate business from their environment. We also appreciate the western feel associated with the color scheme as well.
Video:
Our video follows the lives of two men, one from a farm in Eastern Oregon, and one from the city of Seattle, as they go through their daily routine in parallel. The objective is to show the freedom of agricultural opportunists in opposition to the confined corporate businessman or woman.
[1] http://www.latimes.com/entertainment/music/la-et-ms-jason-mraz-20140828-story.html#page=1
