Read our new manifesto

Oct 19 - 23

Discuss, debate and discover the future of agencies

Visit Seattle rolls out campaigns celebrating immigration and music

Many people know Seattle as a music city – grunge grew there, it was the home of Jimi Hendrix, and it helped artists as diverse as Heart, Kenny G and Sir Mix-A-Lot grow and gain national recognition. But fewer may know that Seattle is a city that is friendly and welcoming to immigrants.

Visit Seattle is showing off both those qualities in two new campaigns designed to draw more people to the Emerald City, both honoring their respective rich cultures and diverse backgrounds.

‘Family Style’ celebrates immigrant chefs

Seattle is a proud city and one committed to its sanctuary status and a proclaimed City of Inclusion. Visit Seattle’s ‘Family Style’ series shares the stories of five immigrant chefs who are shaping Seattle’s rich culinary scene. While each has taken different paths into the kitchen – some are taking over the family business, some starting a business for the first time, some using it as a way of community service or therapy – they all bring their family traditions and cultures to life through food as a way of building understanding of their heritage. The series champions the multicultural fabric of the city and how food is helping to shape Seattle’s culture for the better.

The first episode features David Orozco, who started a food stand-turned-brick-and-mortar restaurant, Asadero. Orozco grew up in Guadalajara, where everything was grilled over charcoal, and he recreates that distinct taste in his food today, introducing the smoky and savory flavors of Mexican ‘Norte” country to the Northwest community.

Other chefs featured are Chera Amalg and Geo Quibuyen, who maintain a strong relationship with their Filipino heritage through their Hood Famous bakeshop; Mutsuko Soma (a current James Beard semifinalist for Best Chef Northwest), who was born and raised in Tochigi, Japan and uses her grandmother’s soba noodle recipe in her restaurant Kamonegi; David Nussbaum, whose parents immigrated from Israel, and who spent five years figuring out how to open a restaurant while perfecting his hummus recipe; and Donna Moodie, who was born in Jamaica and combines the flavors of her past with her mother’s hospitality at the restaurant Marjorie.

The series, co-produced with Vice, will roll out every two weeks at and on its YouTube channel. It will be promoted across Vice, paid social as well as other national paid media outlets.

‘Music Genesis’ peels back Seattle’s musical layers

‘Music Genesis’ launched with a screening at SXSW, and the multi-episode docu-series looks at how Seattle’s unique fabric has inspired music and musicians in multiple ways.

While many see Seattle as a music city – largely rooted in grunge – ‘Music Genesis’ goes deeper to uncover how and why Seattle inspired some of the most popular artists and songs in culture, looking at backstory, song development and diving into lyrics themselves.

The first two films in the series include stories of how the song Posse on Broadway made Sir Mix-A-Lot a household name, and how Mary Lambert’s music has deep emotional attachment to the city as celebrated in her new hit, Shame.

Ali Daniels, senior vice-president and chief marketing officer of Visit Seattle, said: “Music Genesis is unlike any other music series we’ve done. It gives an intimate look at pivotal moments in artist lives that are reflected in their lyrics. For people to get to see Seattle and the Seattle community through their eyes in those deeply personal moments is really special.”

The series will also live on and will be promoted through national media across various platforms and publishers, including Rolling Stone.

See some of the work by clicking on the Creative Works box below.

Overall Rating
0/5 Vote

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis