CLIENT
Children’s Fairyland
AGENCY
OgilvyOne / San Francisco
Children’s Fairyland, a 501c3 non-profit organization, is a family theme park found in the heart of Oakland, California. Generations of children have grown up with fond memories of this nostalgic place. Before the days of Disneyland (our park served as inspiration for Mr. Disney, btw.) and children’s television, the “kiddielands” in the US were very simple…a park with a carousel, a pony ride and maybe a food stand. Children’s Fairyland change all of that by introducing a storybook theme park.
Over 60 years later, the park was going through a much needed restoration, especially a new sign to sit facing Lake Merritt. We were brought in to refresh the brand, not to create a new one – but the client’s ask was to embrace Fairyland’s historical, nostalgic lore, and instill pride in the city it resides in. After our campaign launched, park attendance reached its highest levels in recent history.
The new campaign was a true labor of love by the community, appeared on several strategically placed billboards and public transportation ad placements (all donated) in Oakland and throughout the SF Bay Area. We are proud that the work was recognized in the San Francisco Chronicle, SF Gate and praised by the late Oakland Mayor Jean Quan.
We redesigned (and re-wrote) the park website. Fairyland could now make their own updates, instead of outsourcing. This was a significant cost- and time-savings for the small team that runs the park.
T-shirts based on my illustrations were top sellers for the local company Oaklandish, and brought a new vehicle of revenue for the park.
