W+K Launches Another Whimsical Animated Film That Shows Oregon’s Quirky Majesty

It’s ‘Only Slightly Exaggerated’ again

In a lovely ode to both Oregon and the animation style of Studio Ghibli, the state's offerings are, once again, only "slightly exaggerated." Travel Oregon

Last spring, Travel Oregon, with its agency Wieden + Kennedy Portland, introduced a fantastical, animated world that showed the state in a “slightly exaggerated” way. There were giant rabbits cavorting in rainbow fields of tulips, whales swimming through sun-kissed skies…and a few more quirky embellishments about the unique nature of life in Oregon.

Today, Travel Oregon and W+K are at it again as they launch the second iteration of the campaign. This time, their depiction of the agency’s home state is “only slightly (more) exaggerated.” Viewers are treated to more of what the state has to offer from sunrise to sunset, including racing on the dunes at the coast, moments at the Oregon Caves National Monument and paragliding over Steens Mountain in the southeastern part of the state.

Once again a charming homage to the animated films of Hayao Miyazaki’s Studio Ghibli, the spot shows a young girl and a friendly beast dining in Portland (yes, there are donuts, a city staple). An easter egg that most may miss is the bottle of Oregon Solidarity wine, a tip of the hat to the collaboration of four Oregon wineries that came together to help winemakers in the Rogue Valley wine region that was affected by last summer’s wildfires.

Much like the brand’s first ad that nabbed over 10 million worldwide views, there are also breezy Seussian elements in nearly 2-minute film, including nature coming to life, that makes for a rich canvas of whimsy that suits the idiosyncratic vibe of the state. But the overall intent is to paint a picture of joy and freedom of a visit to the Beaver State.

“The goal of this campaign is to welcome and invite everyone to experience a happier state of being while traveling in Oregon,” says Travel Oregon CEO Todd Davidson. “As people are overwhelmed with the distractions of modern life, experiencing the wonders of Oregon can be the answer for that. Whether that respite is on a beach, in a high desert or under a forest canopy, there are abundant opportunities to unplug and reconnect with yourself and nature here in Oregon.”

Animation for “Only Slightly (More) Exaggerated” was led by Psyop and Sun Creature Studios with the original music score composed by Jim Dooley.

“Our goal with Only Slightly Exaggerated, both last year and this year, is to visualize the emotional experience of visiting Oregon,” says Ansel Wallenfang, creative at Wieden + Kennedy. “By using animation, we are able to capture experiences that go beyond traditional travel films, while also feeling unique to our state.”

The creative is targeted to a regional crowd in markets outside the state like Seattle, San Francisco, Boise and the Tri-Cities of Washington state, and also in-state in Portland, Bend and Eugene. In addition to the film, the campaign will extend to digital, out of home and transit. There will also be digital elements like wallpapers GIFs and more online content highlighting specific areas in the state.

Here’s a look back at the original ad, followed by the credits for the sequel:


Client: Travel Oregon
Agency: Wieden + Kennedy Portland

Executive Creative Directors: Jason Bagley, Eric Baldwin
Writer: Ansel Wallenfang
Art Director: Nick Stokes
Director of Production: Matt Hunnicutt
Executive Producer: Heather Smith-Harvey
Producer: Nicole Kaptur
Account Team Members: Megan Riehl, Lindsay Varquez, Steve Smith
Media Team: Brian Goldstein, Natalia Naranjo, Annamaria Grinis
Business Affairs: Kevin Moyer
Traffic: Jesus Garcia
Design Producer: Amy Streger
Studio Designer: Denny Robles
Retoucher / 3D Artist: Amy Ellars
Print + Fabrication Producer: Kristin Holder

Production Company: Psyop
Director: Kylie Matulick, Todd Mueller
Managing Director: Neysa Horsburgh
Executive Producers: Shannon Alexander
Head of Production: Drew Bourneuf
Producer: Nick Read
Finishing Producer: Lusia Share
Assistant Producer: Codey Lombardi
2D Supervisor: Ryan Raith
Storyboard Artists: Judah Dobin, Max Forward
Compositing: Ryan Raith, CJ Cook, Tommy Wooh
Flame Artist: Kim Stevenson
Flame Assistant: John Saint-Buzon

Editor: Volkert Besseling, Brett Nicoletti

2D Animation
Company: Sun Creature
Executive Producers: Bo Juhl Nielsen, Guillaume Dousse
Line Producer: Thomas Fenger
Production Manager: Billie Segal
Art Directors: Guillaume Dousse, Simon Lee Bresling
Development Art Director: Birk Von Brockdorff
Lead Designer: Cyrille Chauvin
Animation Supervisor: Mourad Elias Seddiki
Background & Layout Supervisor: Martin Sand Vallespir
Comp Supervisor: Andreas Severin
FX Supervisor: Thibaud Petitpas
Clean- Up Lead: Kay Sales
Storyboard: Arnaud Tribout
Colorscript: Arnaud Tribout
Concept Art: Daniel Cacouault, Arnaud Tribout, Alexis Liddell, Rémi Salmon
Character Design: Cyrille Chauvin, Luca Vitale
Layout Background: Simon Masse, Ines Scheiber, Jean-Michel Boesch, Mathias Zamecki
Layout Posing: Pierre Rütz, Charles Badiller, Xavier Ramonède, Sandrine Han Jin Kuang
Compositing: Gabrielle Locre, Victoria Jardine, Birk Von Brockdorff
Background: Matthew Vince, Artur Sadlos, Faustine Dumontier, Simon Masse, Sylvain
Animation: Pierre Rütz, Charles Badiller, Xavier Ramonède, ArnaudTribout, Sandrine
Han Jin Kuang, Uriel Mimran, Diane Tran-Duc
FX Animation: Olivier Malric, Rachid Guendouze, Ines Scheiber, Xavi Siria
3D Generalist: Henrik Langergaard
Clean-Up: Mapie Demessant, Joanna Boyle, Friedrich Schäper, Till Machmer,
Aleksandra Krechman, Nawell Sdiri, Rocio García Ledo, Tatiana Mazzei,
Drude Mangaard, Aida Slamnjakovic, Michelle Chang, Christina Susanna
Nerland, Helen Michael
Color: Frederik Troels-Smith, Mie Pedersen, Kay Sales, Mapie Demessant,
Aleksandra Krechman, Friedrich Schäper, Till Machmer, Michelle Chang,
Aida Slamnjakovic
Color Detail: Charles Badiller, Louise Hovgård, Mapie Demessant, Frederik
Troels-Smith, Kay Sales, Friedrich Schäper, Till Machmer, Nawell Sdiri,
Diane Tran-Duc, Xavi Siria, Viviane Guimaraes, Sarah Simon

Composer:James Dooley
Orchestrator: Tim Davies
Mixer: Steve Kaplan

Sound Design Company: LIME
Sound Designer: Matt Miller
Audio Assistant: Lisa Mermelstein
Executive Producer: Susie Boyajan
Producer: Kayla Phungglan
Mix Company: LIME
Audio Mixer: Matt Miller
Audio Assist: Lisa Mermelstein
Executive Producer: Susie Boyajan
Producer: Kayla Phungglan

@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.