Everyone from Lake Oswego to Walla Walla not only saw the PEMCO "Northwest Profiles" campaign, They helped create it through user-generated profiles (some of which were absolutely priceless). This was a love note to the people and the city I grew up in - best place on earth. 
-- Signed, Northwest Ex-Pat, Profile #1244

Note: I can neither be blamed nor take entire credit for all the work that was done later on this campaign, whether "user generated" or by the agency - but the fact that it took on it's own momentum counts for something.  

WE POPULATED THIS CAMPAIGN WITH NW CHARACTERS, FRIENDS, AUNTS, HIGH SCHOOL CRUSHES, ETC. 

Here are a couple images from the site we created with one of my favorite profiles: 
"Accidental Tech Millionaire."


CLICKed to SEE THE TVC, HEAR THE RADIO, SEND AN E-CARD, ORDER A T-SHIRT, or Even WRITE YOUR OWN PROFILE.
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(as previously mentioned, that's where it got real interesting.)  

WE ACTUALLY MADE COFFEE CUPS
FOR THE CAMPAIGN. IT'S SEATTLE. DUH, OF COURSE WE DID. 

I MADE THIS LATTE FOR MY WIFE. 
I MAKE A MEAN LATTE. I WAS A BARISTA IN A FORMER INCARNATION. 

NOW IT OCCURS TO ME I'M SORT OF A SEATTLE CLICHE. TEENAGE 'GRUNGE' MUSICIAN ... BARISTA .... NOW I'M JUST DEPRESSING MYSELF, WHICH IS ANOTHER SEATTLE CLICHE. BUT HEY, NO BIG! MY SELF-AWARE KNOWING GEN-X HUMOR WILL SAVE ME. (WINK.) 

OH, AND HOW ABOUT A PACK OF "NORTHWEST PROFILES" TRADING CARDS, COMPLETE WITH STALE PEMCO INSURANCE BRAND GUM!? AND DON'T FORGET THE TRANSIT AND BUS-WRAPS. YOU KNOW WHAT I ALWAYS SAY - IT'S JUST NOT A COMPLETE 360 CAMPAIGN UNTIL YOU'VE GOT A BUMPER STICKER ... OR TWO.  

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