"The State of OR,” was created in partnership with Travel Oregon to entice new travelers to visit the state of Oregon, while also reminding existing Oregonians what makes the state so remarkable. At the center of the campaign is the idea that Oregon is a diverse and expansive state full of contrasts, spread across seven distinct regions all in one place: cities or forests, relaxation or adventure, outdoors or nightlife, local charm or big city flair, the rugged or refined.
In “The State of OR”, Oregon challenges the country – and the world – with a question: What if you didn’t have to choose between either, OR? The message is rooted in Oregon, but it reveals a truth about the world that is bigger than one state alone: that contrasts can coexist. That differences can spark not division, but curiosity, discovery – possibility. The State of OR, is both a place, and a way of thinking, that broadens the way we look at the world around us.
The campaign was shot and produced entirely in Oregon, and the team of people behind the work were almost entirely locally based Oregonians. The work is a message from Oregonians, capturing their love of the state, and shaping it into an offering to share with the rest of the world.
