Monday, 05 December 2011 11:45

Tillamook Loafster Lauded by Ad Industry

PORTLAND, Oregon – December 5, 2011 – Henry V, the Northwest’s largest experiential marketing agency, earned a 2011 Rosey Award from the Portland Advertising Federation.

By transforming a vehicle into a mobile marketing venue, Henry V won the Vehicle Design category for its work on behalf of dairy client Tillamook. Henry V also won the "Crowd Pleaser" award based on a vote from the nearly 400 attendees. Henry V's win also marks the first time an experiential marketing agency was awarded with the local advertising industry's highest honor.

As part of the Loaf Love Tour, a nationwide consumer cheese tasting tour, Henry V and Tillamook had previously collaborated to create a fleet of customized 1960s Volkswagen microbuses, which were lowered, chopped and redesigned in the form of a rolling loaf of Tillamook cheddar cheese. Now, Tillamook wanted to grow with fleet with a fifth vehicle, a new eye catcher – this time a topless bus.

The primary challenge was that 1960s VW buses get their structural integrity from the shape of the body itself. Therefore, cutting the top off a bus presented substantial challenges in terms of stability and safety. And, there are no pre-existing parts for a VW ragtop roadster. Everything had to be uniquely crafted and customized for a truly one-of-a-kind ride. A custom canvas boat top and a modified rumble seat top the list of notable and visible design elements. And, a beautiful bright orange paint job with custom graphics make the Loafster look like cheddar cheese.

"The entire Henry V team proudly supports the Loaf Love Tour by delivering cheese, preparing promotional materials, maintaining the vehicles and other tour elements," said Matt Harper, managing director at Henry V. "And, our incredible clients at Tillamook empower us to deliver a great experience for consumers, which made the Rosey Award a reality."

"I would like to give a huge thanks to all of the amazing people at Henry V," said John Russell, senior director of marketing at Tillamook. "Everyone there consistently does truly excellent work. I absolutely know I can count on everyone there to always be professional, thorough, thoughtful, diligent, fun and smart. I have worked at, and with, dozens of agencies in my career. Henry V is one of the best I have ever been associated with. Tillamook is extremely lucky to have Henry V as a key marketing partner."

The Rosey Awards are the self-proclaimed finest show of creative work this side of the Cascades, recognizing top advertising, marketing and interactive professionals across more than 30 categories annually.

About Henry V
Henry V is a full-service communications agency specializing in live events and experience marketing. For more than 30 years we've helped the world's leading brands achieve their objectives through live events, sales meetings, roadshows, guerrilla marketing and consumer experiences. We make things happen anytime, anywhere. At Henry V, we create face-to-face experiences that engage your target audience, whether they are employees, business partners or the public.