Winner: 2019 Adrian Awards | Gold Medal, Integrated Marketing Campaign for Consumers  

Music is the sound of culture, and everywhere you go in the USA you’ll hear the energy of real places overflowing with local personality. From guitar licks to banjo picks, and brass horns to thumping bass, music opens the door to amazing discoveries around every corner. With this in mind, we asked musicians across the country to reimagine a selection of classic American songs — “Do You Wanna Dance?” by Bobby Freeman, “Boogie Shoes by K.C. and the Sunshine Band, and “What I Like About You” by The Romantics — in their own unique style, as the lynchpin of an international tourism campaign for @VisitTheUSA.

The campaign went on to integrate additional platform-specific elements (FB, IG, Youtube, Vevo, Spotify and more) including short-form city docs, interactive ad units, display media, and long-form OTT content, all serving to provide consumers with a memorable window into the incredible diversity of travel possible in the USA.