City of Eugene
Eugene: Home Of
A flagship brand spot to re-excite a city about its offerings after the pandemic — cut for the theater, TV, radio, streaming, and hiring.
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The overview
A high-energy brand campaign for the City of Eugene's Library, Recreation and Cultural Services department — built to rebuild affinity for the city after COVID. Born as a recruitment tool, it grew into a flagship commercial and ran everywhere from the hometown theater to broadcast TV.
The campaign film
One concept, every cut
Strategy
Home Of is a high-energy brand campaign built to re-excite Eugene about everything offered to citizens after the COVID-19 pandemic. It began as a recruitment tool for hiring City employees and grew into a broader hype spot celebrating the city and the community-facing work of the Library, Recreation and Cultural Services department.
Audience
- Primary: prospective job candidates, from executive leadership to department hiring.
- Secondary: Eugene residents and community members.
- Additional: people considering a move to Eugene, reached through regional broadcast.
Goals
- Raise awareness and positive sentiment around Eugene and the department.
- Communicate the pride, energy, and breadth of City services in a punchy, memorable format.
- Give recruitment a strong "why Eugene, why this work" emotional foundation.
- Build one flexible asset that could run across many channels.
Touchpoints
Production balanced existing footage from multiple City partners with new capture to fill gaps and represent the full range of the department's offerings — all cut to a fast, punchy commercial rhythm while holding brand clarity.
Output
- Broadcast commercial
- Radio spot
- Social cutdown
Rollout
From one concept came three cuts: the broadcast commercial, an extended version that reaches beyond the department to the wider city, and a recruiting narrative built on interviews with City staff — plus social cutdowns. It ran just about everywhere — a commercial on streaming services and YouTube, a preview on the big screen at the hometown theater, a radio spot, and social ads that picked up real traction — alongside broadcast TV, all backed by paid media.
Yield
The high-tempo edit created a genuine hype effect while still communicating the breadth of services. Multi-length deliverables made the campaign adaptable and cost-effective across channels, and the concept scaled cleanly from broad civic pride to recruiting intent. The response was strong across placements, and the spot built real affinity for the city as a whole. Internally, it became the flagship "this is who we are" asset for the department and the City that year.
What I'd do next
- Add link tracking to connect the recruiting cut to hiring outcomes.
- Build a lightweight dashboard aligning media placements with audience response.
- Ship a companion toolkit — cutdown matrix, captions, specs — for faster cross-channel deployment.
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