SACRAMENTO, Calif. – March 15, 2023 – Following the iconic creative work taking viewers on a soaring joyride through California during last year’s Super Bowl pre-game show, The Shipyard announces the debut of its latest thrilling adventure for Visit California
Entitled ‘Childhood Rules,’ the new integrated work shows how California is a place that thrills kids and brings out the kid in adults, too. With theme parks aplenty, plus state and national parks, beaches, zoos, aquariums, museums, and even family-friendly wineries, California is THE perfect family destination, with plenty for the kids to do, but also a place where parents can have fun on vacation as well.
“Eighty-five percent of parents are very likely to travel with their children in the next 12 months, with travel intent this year higher than in 2019, and this new campaign which is a pure celebration of joy for both kids and parents, shows them just what makes California such a unique family destination,” says David Grzelak, Chief Strategy Officer of The Shipyard.
Shot by Director Ben Quinn, the campaign shows kids living out their collective childhood dreams with joyful abandon, and seemingly unsupervised. The turn of the spot reveals that their parents were out having just as much fun. Along with the :30 second spot are a series of :06s that play off the rules of childhood like, “bedtime is merely a suggestion,” and depicts moms, dads and kids running enjoying some after-dark attractions. And “parents make the best napkins,” showing a charming, but sticky situation.
Bringing Back Adults to their Childhoods
Today, adults are engaging in activities typically reserved for kids, like buying coloring books, joining drum circles, and performing in community theater. Studies show that focus on such activities are a fundamental part of maintaining mental health, and it’s working.
Visit California’s ‘Childhood Rules’ campaign is the anthesis to mantras like “Grow up!” and “Act your age!” —encouraging travelers of all ages to enjoy all the Golden State’s wondrous experiences.
Moreover, studies show that kids continue to be big influencers in family travel decisions and destination choice and that parents are also in desperate need of some fun and
adult time on a family trip.
“California is kind of like one big family fun park, with nearly every attraction, experience and geography you can imagine,” says The Shipyard’s Executive Creative Director Kerry Krasts. “We aimed to tell a story, through our incredible cast of kids and parents, about how the entire family can have a blast on family vacation here. And when everyone is having fun, family togetherness is a beautiful thing.”
The ‘Childhood Rules’ campaign spans broadcast, digital, radio and will have multiple extensions across social media platforms, including Tik Tok executions featuring outtakes from the kid casting callbacks.
ABOUT VISIT CALIFORNIA
Visit California is a nonprofit organization with a mission to develop and maintain marketing programs – in partnership with the state’s travel industry – that keep California top-of-mind as a premier travel destination. For more information about Visit California and for a free California Official State Visitor's Guide, go to visitcalifornia.com. For story ideas, media information, downloadable images, video and more, go to media.visitcalifornia.com.
This professional campaign titled 'Childhood Rules' was published in United States in March, 2023. It was created for the brand: Visit California, by ad agency: The Shipyard. This Content, Digital, and OOH Outdoor media campaign is related to the Hospitality, Tourism and Travel and Tourism industries and contains 6 media assets. It was submitted 12 months ago by Lynne Collins.
Chief Executive Officer – Caroline Beteta
Chief of Marketing - Lynn Carpenter
Other executive level - Erika DiProfio
Brand Marketing Manager - Ashley Abney
Communications Manager -
Experiential Marketing Manager -
Content Marketing Manager -
Chief Creative Officer - David Sonderman
Executive Creative Director - Kerry Krasts
Creative Director - John Risser
Executive Producer - Liz Ross
Assistant Producer - Brit Bartle
ACD Art Director - Kevin Lukens
ACD Copywriter - Dan Crumrine
Group Account Director – Courtney Costamagna
Account Team Supervisor - Michelle McIntosh
Executive Strategist - Cori Boone
Director - Ben Quinn
Director of Photography – Ryley Brown
Production Company Producer - Michele Abbott
Production Design - Jason Kisvarday
Wardrobe Stylist – Anette Cseri
Still Photography - Embry Rucker
Cartel Editorial Company producer – Cassandra Guardado Editor -Andy McGraw Music Director – Jim Weber Music Producer -Christy Van House
Post Production Company
Post Production Company producer -Caroline Anguina
Audio – Barking Owl