Pure Michigan | Keep It Fresh
In 2023 we set out to evolve the Pure Michigan brand with our Keep It Fresh campaign. While known and loved for their iconic commercials and natural resources, we strategically set out to connect with new audiences and highlight unexpected sides of Pure Michigan — resulting in the first new integrated brand campaign since 2006.
The result? Increased brand lift, travelers and accolades across the industry.
Role: Creative Direction | CW: Kyle Duda / Zach Takenaga | Art Direction: Beth Soucie