Visit the USA committed to contrasts over landmarks. With a split-screen system that worked in thirteen languages before a word was written.
One global campaign system · film, social, digital, outdoor and print.
Noah Williams · Creative DirectorSpark
“Been there, done that.” The most dangerous sentence in tourism marketing.
International travellers thought they’d already seen America. The work proved them wrong.
The checklist
The postcard version of America was the enemy.
New York, LA, the Grand Canyon. Check, check, check. Travellers who think they’ve already figured a place out don’t feel anything about it.
The job was to crack open the gap between assumption and reality.
The contrasts
Stop selling landmarks. Sell contrasts.
The gap between what people assume about America and what’s actually there is enormous. Framed as contrasts, that gap becomes a creative engine that never runs out of fuel.
The build
Built for thirteen languages before a word was written.
Anthemic split-screen films used match cuts to dramatize the contrasts, and the whole system was built for transcreation from day one. Film, social, digital, outdoor, print: every channel carried the same split-screen language.
One build. No retrofit. Most global campaigns lose their soul by the third translation; this one was built on images and feeling, not language, so there was nothing to lose.
The reach
One idea, everywhere, undiluted.
A hundred-plus assets across thirteen languages, all speaking the same visual sentence, and a destination repositioned as a place of contrasts rather than a checklist.
13languages
100+ assets · one build · no retrofit
Credits
Spark · Creative Director
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