Illinois isn't flyover. It's the heart of the country. To attract younger visitors, you can't just talk it, you need to make them feel it. This campaign reminds them that this is not the middle, it's the creamy center of the county's Oreo. It's the Middle of Everything.
We were able to play the Illinois friend and family card to score Second City alum Jane Lynch to be the state ambassador for the launch of the campaign. Just put Jane next to a wooden beaver and you've got magic.
TEAM: AGENCY: GCDs- Marian Williams and Jen Bills, Head of Design - Marian Williams, ADs - Angela Coster and Andrea Knowles, Designer - Sam Baliga and Margaret Kots, Production Designer - Dan Eggart.