The Kentucky State Fair came to the agency I was with at the time looking for a fresh approach to attract adults who had outgrown the event. We decided to pair an ironic tone of voice with a look inspired by classic Americana poster design to create curiosity among 18-24 year olds.
The campaign was so effective, it ran for three years and extended into television and outdoor. It was also recognized by the Clios, the One Show, and appeared briefly on-screen with Ben Affleck in the 1999 romantic comedy “Bounce.”
Most recently the original posters were included as part of a permanent Hatch Show Print poster collection in the Smithsonian. I can’t guarantee you’ll win you a Clio if you hire me, but let’s not rule it out. Stranger things have happened.