If you've traveled any distance across North America, you've seen it. That bright yellow sign that stands for KOA — Kampgrounds of America. Problem is, you and many thousands of others have no idea what that sign and its three bold letters represent.
LRXD set out to explain "What's Behind The Yellow Sign?" through a new campaign for the brand focused on RV owners. The first and only national TV advertising from KOA in 52 years features a :30 commercial — along with a campaign landing page that handles the nuts and bolts of KOA's amenities through three videos shot on the campgrounds with real campers and employees. While digital advertising, also included in the campaign, will appear broadly on websites including FamilyCircle.com and Walmart.com, the television campaign is directed at country music fans, and will appear on the Great American Country Network in the United States and on Country Music Television in Canada.
If you want to learn more about the effort, check out today's printed version of The New York Times or read the article online here.
CHIEF CREATIVE OFFICERS: Kelly Reedy (Chief Executive Officer) & Eric Kiker (Chief Strategy Officer)
CREATIVE DIRECTORS: Jamie Reedy & John Gilbert
ASSOCIATE CREATIVE DIRECTORS: Mandy Stevens
COPYWRITER: Jamie Reedy
ART DIRECTOR: Chad Dickson
INTEGRATED PRODUCER: Jessi Dana
ACCOUNT SERVICE SUPERVISORS: Felicity Coye (AD), Molly Grierson (AC)
PRODUCTION COMPANY: Dokument Films, Santa Monica, CA
DIRECTOR: David Serota
EXECUTIVE PRODUCER: Rich Carter
LINE PRODUCER: Jenna Pfefferle
DIRECTOR OF PHOTOGRAPHY: Colin Arndt
POST PRODUCTION: Dokument Films, Santa Monica, CA
EDITORIAL COMPANY: Dokument Films, Santa Monica, CA
EDITORS: David Serota, Peter Harding
MUSIC COMPANY: Luke Sullivant, Nashville, TN
AUDIO SWEETENING: Rocky Mountain Recorder, Denver, CO
ANIMATION COMPANY: Spillt, Denver, CO