After a strong first year together, we returned to the South Dakota State Fair with a recognizable campaign‚ but one with even more cause to celebrate․ With America turning 250 in 2026‚ we went even more all in on red‚ white and blue‚ and added a little more americana to the bold visual system we established the year before․ The result was a look that felt right at home at the fair: energetic‚ nostalgic‚ and unmistakably South Dakota․
We brought the new campaign to life through some of the fair’s biggest drivers of interest: billboards‚ social media, radio and tv spots․ Each deliverable built up anticipation for six days filled with rides‚ food‚ entertainment and tradition that make the State Fair a summer staple․
This year‚ we also found a new way to tell the State Fair story – through original photography‚ capturing real moments on the fairgrounds and the excitement that brings the state fair to life․ From the midway and grandstand to the rodeo and the people who come back year after year‚ these images brought a genuine sense of excitement to the campaign and helped show the fair the way it is actually experienced․
