“The OC Fair Effect”

How do you communicate many Fair attractions in short TV executions? By telling a visual story. Quickly.

Campaign Results:
• Significant CTR of 8%-20% in online video
• 2013 Record Opening Hour of 34,168 guests
• 24% increase in Opening Day attendance (year-to-year)
• Total attendance of 1,374,579 guests, second highest in Fair history

  • Role ACD, Copywriter
  • For OC Fair 2013
  • Type TV, Radio, OOH, Digital Display

Directed by Mike Miller for MWP.

All spots written MOS, for easy English and Spanish versioning (VO talent swap-out only). 15ss format allowed for online video pre-roll usage as well. Practical and cost-efficient.

All scripted scenarios had to allow for a one-day shoot on the OC Fairgrounds.

It was an 18-hour marathon shoot. With a live llama. But we got it done.