Winnebago owners sing about getting 'on the road again' in a post-lockdown world

User-generated campaign from Barkley comes as RV vacations see a rise in popularity

Published On
Jul 21, 2020

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Winnebago owners and drivers get nostalgic about getting out on the road again in a post-lockdown world in a new campaign from the RV company.

To create the user-generated spot, agency Barkley invited the Winnebago community to record themselves singing Willie Nelson's classic song “On the Road Again” and share photos and videos from their favorite road trips. The spot features all kinds of singers, from adults of varying vocal talent to super-cute little kids. For each share that the social video receives, Winnebago will donate $1 to the National Parks Foundation, up to $25,000 in total.

“As parks are re-opening around the country, we wanted to rally our community and preserve nature for all to enjoy,” said Matthew Smith, director of marketing at Winnebago in a statement.

“The Winnebago community is a tight-knit group that has felt the loss of seeing one another since stay-at-home orders went into place for most states,” added Berk Wasserman, executive creative director at Barkley. “This piece gave them the chance to come together and share a song of hope for the road ahead.”

The campaign comes as RV vehicles are seeing a surge of interest from people wanting to socially distance and avoid vacationing at hotels or other shared spaces. Winnebago cites a late-April survey published by the U.S. Travel Association, which found only 14 percent of travelers feel safe taking a domestic flight and only 17 percent feel safe at a hotel or resort. The brand has also seen its number of first time buyers increase significantly this year, from 30 to 35 percent to closer to 45 to 50 percent.


Jul 21, 2020
Client :
Agency :
Director of Marketing :
Matt Smith
Community Marketing Manager :
Denise Hagen
Digital & Experience Marketing Manager :
Kim Weckert
Product & Media Marketing Manager :
Kelli Harms
Marketing Specialist :
Cassy Eby
Chief Creative Officer :
Katy Hornaday
Executive Creative Director :
Berk Wasserman
Creative Director :
Jo George
Associate Creative Director :
Brandon Bennett
Senior Copywriter :
Matt Wink
Executive Producer :
Melany Esfeld
Producer :
Hillary O’Rourke
Digital Producer :
Richie Robbins
Strategy Director :
Vaughn Allen
Associate Strategist :
Katrina Chertkow
Social Director :
Amy Do
Social Manager :
Jake Mlnarik
SVP Head of Channel Planning and Digital :
Julie Levine
VP of Business Affairs and Talent Management :
Anne Thomasson
VP of Data-Driven Marketing :
Jessica Best
Email Marketing Manager :
Corey Eaton
Junior Cinematographer :
Amanda Moy
Creative Production Director :
Dustin Schirer
Motion Designer :
Haley Hennier
Senior Project Manager :
Caty Neis
Client Experience Officer :
Stephanie Parker
EVP Brand Leader :
Amanda Abar
VP Brand Leader :
Justin Sutton
Senior Brand Manager :
Emily Healy
Music :
Primary Color Music
Music Producer :
Ryan Pinkston

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