We Work from Home.

We needed to show that Otter Tail and the people who work there weren’t just some stooges from a big government agency, they’re a part of the community. My creative director had an image in his head of a cherry picker covered in stickers for local businesses, sports teams, causes, and more. The line “We Work from Home” followed shortly after. We knew we were onto something: It’s simple, emotional, and memorable. Together, we worked to bring it to life across OOH, digital, and television. I mocked it up as a small billboard, an Instagram story, and co-wrote/storyboarded a TV spot which all keep it simple and let this visually interesting, heartwarming idea speak for itself.

To take it one step further and get more involved in the actual communities, Otter Tail would have local artists of all ages decorate a cherry picker in each town they serve to show local pride, and actually use those cherry pickers on the job in those towns.