Thursday, June 16, 2016
|Squatch makes Madison Avenue|
AdWeek's Ad of the Day June16 -- "You don't know Squatch" --Shoreline's new advertising campaign "Surprised by Shoreline" which rolled out a month ago.
It turns out Sasquatch, the mythical ape-like creature who's sparked imaginations through the years after sightings in the forests of the Pacific Northwest, is really just a hirsute web developer who lives a quiet life in suburban Seattle.
That's one takeaway from this unusual campaign by ad agency PRR, designed to lure prospective home buyers (mostly millennials) to Shoreline, Wash., a bucolic community of 53,000 on Puget Sound, nine miles from the Emerald City's downtown district.
"We were looking for a way to tell the best-kept-secret story," Dan Eernissee, Shoreline's economic development program manager, tells Adweek. "PRR presented the idea of using the ambassador, Squatch, a friendly Sasquatch, who is on a personal mission" to educate viewers about himself and Shoreline, which he calls home."
But the centerpiece of content is a five-minute mockumentary revealing the secrets of Sasquatch, who turns out to be a furry, friendly, misunderstood soul — a hairy hipster grooving on Shoreline's laid-back lifestyle. He's an absolute beast on the basketball court, though.
Read the entire story here