Pack Light. Play Big. reframes a Green Bay getaway around one simple idea: big weekends shouldn’t feel like work. The campaign turns the destination’s easygoing nature into a playful visual and verbal system, pairing bold typography, energetic color, spontaneous photography, and copy built around the contrast between doing less and experiencing more. The result positions Green Bay as a place where travelers can skip the overplanning, show up light, and leave with plenty of stories.
View final product ↓The challenge was to expand the destination’s story beyond game day and give travelers new reasons to visit. Rather than competing with Green Bay’s football legacy, we set out to show everything that exists around it: local flavor, outdoor experiences, unexpected fun, and the kind of spontaneous moments that can turn a simple getaway into a big weekend.
Green Bay’s connection to football gives the destination incredible recognition. Rather than move away from that equity, Discover Green Bay saw an opportunity to build a bigger story around it.
The goal was to show travelers a destination full of experiences beyond game day while tapping into a growing desire for trips that feel less planned and more spontaneous. We needed a campaign idea flexible enough to stretch across food, outdoors, attractions, and local culture while still feeling unmistakably Green Bay.
The result needed to make one thing clear: you don’t have to plan big to experience big. That idea is reflected throughout the campaign language, including “Big Wins, Off the Field,” “Big memories don’t require big planning,” and ultimately, “Pack Light. Play Big.”
Pack Light. Play Big. turned Green Bay’s easygoing nature into the campaign idea. Instead of asking travelers to pack more into their itinerary, we invited them to do the opposite: show up, explore, and let the weekend unfold.
The concept came to life through playful contrasts, bold typography, unexpected color, and photography that feels spontaneous and lived in. Flexible messaging like Light Bag