Breathing a Fresh, Humorous Life into the Storied Past
To accentuate the rich, diverse, and enthralling history of Texas, the Texas Historical Commission embarked on a mission to make the state's past more enticing and relatable to the masses. The objective wasn’t to redefine Texas’ history but to make it more approachable and engaging, shedding light on its quirky and profound past.
Challenge:
The historical narrative of Texas, as fascinating as it is, needed a fresh perspective to lure in a broader audience. The common perception of history being bland and tedious needed a shift, and the Texas Historical Commission sought to bring a touch of humor to the forefront, making the state's history not only informative but enjoyable.
Strategy:
The idea was simple yet compelling - infuse humor into the historical narrative to create a bridge into Texas' quirky and profound history. This strategy aimed at painting the state's history in a light that's not only educational but entertaining, ensuring the target audience not only learned about Texas but enjoyed the journey through its past.
Execution:
With a dash of humor and a palette of creativity, a campaign was crafted that brought out the lesser-known fun and intriguing aspects of Texas' history. This was materialized through beautifully hand-painted ads that were a stark departure from the generic postcard fare of travel ads. Each ad looked like an old well-worn pulp Western novel. Web banners were executed in the style of a pop-up book or an old folding map. The banners sprang to life on web pages. All with a blend of humor, facts, and eye-catching visuals that narrated Texas’ story in a light-hearted yet insightful manner.
Results:
The campaign was warmly received, resonating with both Texans and visitors alike. The hand-painted ads not only stood out in the clutter but became a talking point, igniting conversations about Texas’ rich history.
The humor-infused narrative managed to make history more accessible and enjoyable, achieving the Texas Historical Commission's goal of making the state's storied past more enticing.
