INSIGHT
Everyone who’s ever taken a vacation knows the excitement leading up to your trip. Sure, the vacation itself is amazing, but it’s the buildup—the countdown—that’s the most exciting part. Rocket launches are kinda like that, too. Yeah, the actual blast-off is incredible, but there’s nothing like that 10-9-8-feeling.
EXECUTION
With that insight powering our strategy for this campaign, we created a whole concept around the unique and ownable combination of one-of-a-kind vacations and unforgettable rocket launches that only happens on Florida’s Space Coast.
“Hang Ten” was the inspiration that started it all. We used storytelling to connect each number counting down from ten to a moment on the Space Coast. Not only did we tell the story of the overall destination, but we were able to highlight each individual municipality and town that makes up the region.
The sound design was the cherry on top—we used real, authentic NASA launch countdown audio from the early rocket launches to make our story that much more emotionally connective in people’s minds. Nothing says nostalgia and wonder like that signature crackly NASA audio footage. And nothing says Space Coast like a TV spot that opens with surfing and ends with a sonic boom.
Creative Director: Christian Wojciechowski
Senior Copywriter: Meg Rosenoff
Director: Ben Gill, Oxenfree Films