CONCEPT PITCH
At the Minnesota State Fair, the stories grow bigger with each telling—just like a good fish tale.
But at the Great Minnesota Get-Together, bigger isn’t just better—it’s who we are. That corn dog? Massive. The concert crowd? Louder than thunder. The Ferris wheel? Practically touched the stars. The magic of the fair inspires the kind of stories that stretch the imagination and become legends.
The state fair is more than an event; it’s a tradition that brings us together, celebrates our shared spirit, and reminds us that the best things in life are even better—and bigger—when we experience them together.
The campaign is a celebration of that truth and an invitation for everyone to GO BIG at the Great Minnesota Get-Together.
BIG implies that the fair is a unique, special opportunity you can’t replicate elsewhere and you don’t want to miss out.
BIG implies that the fair is large and varied enough to offer something for everyone.
BIG implies the quality of the artists and shows on the Grand Stand.
THE BIG IDEA
Images of iconic fair food, drinks, animals, agriculture, crafts, and more will be juxtaposed larger-than-life into existing photos from the state fair’s image library. Highlighting iconic state fair staples in unexpected ways captures attention, sparks the imagination, and elicits the magic of the Minnesota State Fair and the memories made there every year.
"BIG WINS" COMMERCIAL STORYBOARD
Our narrator is a little kid telling the story of his first time going to the fair. He and his dad play a game together and win a little teddy bear. We see him get up and hug the tiny bear. As he continues the story, we see the boy and his parent walking to the parking lot, except now the bear is as big as his torso. Next, we see the boy buckling the human-sized teddy bear into the seat next to him. Then as the car pulls away, the stuffed teddy bear is so big he’s either smashed against the window or his head and arms are out the sunroof.
Creative Concept: Adam Wilbur, Ryan Tate
Art Direction + Design: Adam Wilbur
Storyboard Illustration: Erin Pascal
Copywriter: Adam Wilbur
Inspiration Photography: Lucas Botz
