This simple, voiceless campaign is titled 'BOX -> OBX.' 'OBX' is the Outer Banks' signature oval destination sticker, as well as the first three characters on all Outer Banks license plates. 'BOX,' of course, is what you might be in if you commute on smoggy eight-lane throughways or taxi through grid-locked city streets, if your eyes stay glued to a data-entry screen or you work late nights in a featureless complex.
The campaign's four 30-second spots, plus two cut-down 15-second films, show each of those scenes (or in related print, straphangers, office cubicles, and a booked-solid schedule planner) transformed into coastal tranquility, as the first two letters of 'OBX' switch place. Those, and the URL outerbanks.org, are the tourism campaign's only written words. None are spoken.
David Oakley - CD/CW - BooneOakley
Jim Mountjoy - CD - BooneOakley
Laura Beebe - AD/Designer - BooneOakley
Steve Lasch - CW - BooneOakley
Laura George - Agency Prod. - BooneOakley
Claire Oakley - Account Dir. - BooneOakley
Katie Casella - AE - BooneOakley
Michael Wilfong - Editor/Designer - Wondersmith
Sound design: Groundcrew Studios, Charlotte, Hot Sake, Charlotte
John Causby - Engineer - Groundcrew
John Hausman - Engineer - Hot Sake
Harry De Zitter - Photog (scenic) - freelance
Olaf Veltman - Photog (scenic) - freelance
stock - Photog (urban)