On January 28, 2019, we chatted with Dirk Rowley and WANE-TV about TV advertising surrounding the Super Bowl, and specifically local spots that have left a lasting impression. Humor is fine, but we were thinking of work that made not just an impression, but a positive impact on our community, as so much of our favorite work has.
Of course, that made us think of the Made Here campaign—both Talent Made Here and its sibling, Your Story Made Here—that we created with the Northeast Indiana Regional Partnership. We dug up this ‘YSMH’ Dial post written by MK in 2012. Much of this work continues to serve the region strong to this day; it’s fun to have a gander back to when it was created—way back when the Patriots were in the Super Bowl every year!
Originally posted on October 5, 2012 by Matt Kelley.
On Monday, October 1st, 2012, the Your Story Made Here campaign launched. YSMH is a continuation of the Northeast Indiana Regional Partnership‘s Made Here communications campaign, a comprehensive strategy to deliver on the Partnership’s mission to develop, attract and retain talent.
Most people are familiar with the develop side of that mission, conveyed through the Talent Made Here campaign (yep, the one with Curtis). Your Story Made Here delivers on the attract & retain portion of the mission.
With a robust website, shareable, link-laden website and a baker’s dozen web videos, YSMH puts the spotlight on quality of life assets all across the region, from rock climbs to rock bands, from bull rides to block parties. These events and happenings are presented through interviews with real people, on-location. There are no scripts—just passionate people talking about the things that enrich their lives in Northeast Indiana.
We worked with our good friends at Red Tide Productions on video production. Their work is stunning, and their sense of adventure is just right. And this is rather important: if you’re gonna spend the entire summer shooting on nights and weekends, chasing sunsets across ten counties, there’s really nobody better to do it with.
We hope you’ll share it with your friends and your family, and we hope you’ll use it when you talk to people about the great opportunities that are all around us.
This was a real gig, but it was also a true labor of love, and we all feel lucky to have been the Partnership’s partner in telling these stories. Heck, we paid for the 13th video ourselves, because there was no way not to tell that story.
Check out the campaign’s TV spots below!
