I am Loader!
Stockton, CA is a small city outside the Bay Area that has developed a reputation for being unsafe, run down, and quite frankly — not an ideal place to visit. Visit Stockton approached FourthIdea in developing a campaign that could help bring light to the great parts of this California destination, and help stimulate tourism.
After visiting Stockton, it was obvious that this was a place that has seen some struggle. But amidst the abandoned buildings and quiet streets, there were stunning murals, a gorgeous waterfront, and some incredibly diverse cuisine. The surrounding region seemed very aware of the reputation that Stockton had, so we decided to be transparent about these negative reviews, and bring them to the forefront. Using documentary-style imagery, and clever writing, the visual contradiction demonstrated that Stockton is much more than what people say. We developed a new mantra “#StocktonTrue”, a handwritten graphic that was used in advertising, on the web, and on merchandise and apparel.
FourthIdea
Visit Stockton