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Southern California isn’t the first place you’d think to look for county fairgoers. The region tends to conjure images of black-clad studio execs, spaced-out surfers and blondes on parade—not grazing livestock or bales of hay.
Yet the Los Angeles County Fair, running Sept. 14 to Oct. 1 in Pomona, Calif., 29 miles from downtown L.A., is actually the largest county fair in North America. Ideaology, the creative agency for the fair, realizes the irony—and plays it up in a campaign breaking this week.
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