Massachusetts Travel and Tourism

Inviting travelers to trade the artificial for the authentic.

Faux anything is easy to come by these days. Our lives are filled with plasticized, perfected experiences easily purchased with a swipe of the Amex. This campaign, which won a Lion at Cannes, invited travelers to the Commonwealth to take a real vacation filled with true adventure, authentic arts and culture, and rich history. The work celebrated unpolished moments and genuine discovery, positioning Massachusetts as a place where experiences are created, not packaged.

Art Director: Andrea Becker

Agency: Holland Mark Martin Edmund