Last year, Wieden & Kennedy transformed Oregon and all its natural wonders into a surreal world seemingly straight out of a Studio Ghibli production, highlighting all the state has to offer in hyperbolic anime-style fantasy.
Now, the agency has reteamed with the origjnal spot’s creators, Pysop and Sun Creature Studios for another wonder-filled tale, “Only Slightly (More) Exaggerated.”
In this one, a seagull sweeps out of an oceanic evening sky to rest atop a tiny island, awakening what’s actually a sleeping rock creature who puts the night to rest to make room for day. The bird then morphs into a motorcar that speeds through dusty terrain accompanied by fishlike creature leaping through the sandstorm it creates. The spot then makes its way to the glowing underground of a magical mine, back up to verdant, woodsy terrain, where an arboreal god releases a bumble bee into a brilliant flowerscape. The dreamlike world is a fantastical interpretation of the state’s own offerings, including the Oregon Caves National Monument, Haystack Rock and the Steens Mountain.
The film ultimately leaves the flora and fauna to enter a cozy restaurant, where a young girl and her oversize furry friend (clearly, an homage to Hayao Miyazaki’s famous pair, Mei and Totoro) enjoy plates full of fanciful treats provided by a multi-limbed waiter. The spot then comes full circle back to the island creature, who bids farewell to the day.
"Our goal with ‘Only Slightly Exaggerated,’ both last year and this year, is to visualize the emotional experience of visiting Oregon,” said Wieden & Kennedy Creative Ansel Wallenfang in a statement. Animation allowed the team to “capture experiences that go beyond traditional travel films, while also feeling unique to our state.”
“The goal of this campaign is to welcome and invite everyone to experience a happier state of being while traveling in Oregon,” added Travel Oregon CEO Todd Davidson. “As people are overwhelmed with the distractions of modern life, experiencing the wonders of Oregon can be the answer for that. Whether that respite is on a beach, in a high desert or under a forest canopy, there are abundant opportunities to unplug and reconnect with yourself and nature here in Oregon.”