Western Star 50th Anniversary
When most companies have an anniversary, they create a logo and maybe a tee shirt or a social post. But Western Star isn’t like most companies. Sure, we made a logo, but it didn’t start – or end – there. For Western Star’s 50th Anniversary, I conceived, wrote and co-directed a team to build a year-long campaign themed Legendary Awesomeness. It celebrated their history of making the toughest trucks in the industry, and did it with their own unique attitude. In addition to that logo, we made print ads that were also repurposed into digital ads and dealership signage.
There was an anniversary-themed calendar that consisted of twelve ads featuring contemporary products, but each made in a style to look like ads that may have run in times throughout Western Star’s 50-year history.
Was there a microsite? Of course, there was a microsite. One that featured videos, an interactive timeline and imagery dedicated to the brand’s biggest fans. Participation was driven through anniversary-themed digital ads and social media posts.
We created the Guide of Legendary Awesomeness that lived online and was printed to be given out at tradeshows. And for dealers, we built a kit that honored the company’s start in logging with a laser-etched log slice suitable for hanging.
And since it’s Western Star, there were a couple of videos that were hosted on the microsite and used as pre-roll video as part of the digital buy. Here’s one of them.
The goal was to have a good time and celebrate the anniversary as a lead up to the X-Series launch. There were no metrics to achieve, but the client was very happy with the work. That’s always a win.