EXPERIENCE KISSIMMEE "FINDING WHELMED"
INTRODUCED A NEW EMOTION FOR KISSIMMEE, FL
WITH AN UNCONVENTIONAL FILM
Growing up, the only vacation my family took was to Kissimmee, FL. When we pitched Experience Kissimmee, I raised my hand high. Our collaborative strategists championed my insight and territory around it being a “vacation within a vacation.” Through social listening, we found folks could really benefit from that. And a Vacation Pollfish Survey from 2019 confirmed 79% of parents said they leave a vacation more in need of one than when they started out. Woof.
Meanwhile, this quirky Florida city continued to be overshadowed by busy Orlando. A unique destination deserved a different kind of rebrand.
So we introduced (okay, invented) “Whelmed”—a feeling of elevated contentment that can only be experienced in Kissimmee due to its perfect mix of relaxing and exciting activities.
We launched the original emotion in a half-scripted, half-improvised film. Rather than just telling our audience about the intriguing benefits of this vacation, the film secretly takes them on a tour so they get a bit Whelmed themselves. “Finding Whelmed” premiered on Prime and online.
Featured in Campaign , Shots and MediaPost
Awards: IAC 2020—Best of Show, Best Advertising Online Video, Best Travel Online Video, Best Government Online Video.
Role: Sr. Copywriter
Sr. Art Director: Stacie Larsen
Sr. Art Director: Julie Soluri
Sr. Art Director: Goran Krstic
Sr. Designer: Ting Teng
Creative Director: Matt Sherman
Chief Creative Officer: Gavin Lester
THE FILM
In the heart of Florida lies a new emotion. Beneath a show lies a bigger story.
Finding Whelmed is a docu-meets-mocku style film that follows a travel show’s crew as they go in search of their globetrotting host who’s supposedly gone missing in Kissimmee, FL. The group tries to piece together their host’s whereabouts when they come across a new word that seems to be a part of the locals’ vocabulary. Residents and visitors alike appear to be “Whelmed” (never overstimulated, yet never bored).
How peculiar.
With their deadline looming, the crew hustles to get footage and find their friend amidst airboats, margaritas, gators, meteorology, ziplining, jousting, and more.
EXPERIENCE KISSIMMEE #WHELMED
REBRANDED KISSIMMEE WITH A WHELMED VOICE, VISUAL AND VIBE
We immediately followed the launch by rolling out a Whelmed/balanced palette and charming, quirky personality.
We created systems featuring the perfect mix of chill and thrill that can only be experienced in Kissimmee.
Two shoots provided assets for days (okay, years).
Role: Sr. Copywriter
Art Director: Stacie Larsen
Sr. Art Director: Julie Soluri
Sr. Art Director: Goran Krstic
Creative Director: Matt Sherman
Chief Creative Officer: Gavin Lester
