Wisconsin Cheese
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Wisconsin Cheese
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Wisconsin Cheese
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Wisconsin Cheese
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Wisconsin Cheese
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Wisconsin Cheese
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Wisconsin Cheese
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Wisconsin Cheese
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Wisconsin Cheese
While Wisconsin is widely known for mass cheese production, few realize it leads the world in artisan cheese—winning more awards than any other state or country. We wanted to flip this perception on its *cheesehead*, by showing up in style at the Kentucky Derby with couture fascinator hats stacked high in Wisconsin Cheese. I led the creative production and key visuals to ensure the brand showed up with elevated authenticity at the Kentucky Derby. The campaign earned more than a wreath of roses, garnering over 1B media impressions, $15.7M in earned media value, and 240+ media placements.
Role: Art Director
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PROCESS
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PROCESS
We partnered with renowned Kentucky Derby 'milliner to the stars,' Christine A Moore, to bring this collection of 9 different Wisconsin Cheese hats to life. Each “Rinds and Roses Fromaginator" featured a different iconic Wisconsin Cheese made by some of their best-in-class artisan Master Cheesemakers. For race day, we tapped Top Chef judge Gail Simmons to don a Fromaginator on the red carpet, celebrating Wisconsin Cheese's artisan craftsmanship and ties to the culinary world, and having been recently featured in Episode 3 of Top Chef Season 21.
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