Springfield Convention and Visitors Bureau

Lil' Abe Marketing Campaign


Filed Under
  • Motion, Advertising & Marketing, Digital, Print

Scope of Project
  • Graphic Design
  • Packaging
  • Direct Mail
  • Copy Writing
  • Web Development
  • Media Placement
  • Advertising & Marketing
  • Digital
  • Print

For the Springfield CVB’s Meeting & Convention Planners Campaign we wanted a spokesman, a character, and a cheerleader. In Abraham Lincoln, we got them all. Who better to represent a city to meeting planners the world over than its favorite son? Knowing we wanted a fun campaign, targeting people who had seen and heard practically everything, an ordinary, stoic, and stuffy Abraham Lincoln wouldn’t do (no matter how humorous he was in real life). Our Lincoln needed to be unique, unusual, memorable, humorous, and accommodating to our creative needs.

No Abraham Lincoln impersonator with a shred of dignity would do the things we wanted and needed him to do. And we knew a cartoon might not impress upon the audience the real-life grandeur of Springfield. No, we needed someone we could control like a puppet to be the face and voice of our Springfield. But not just any puppet, a finger puppet. We thought they were funnier anyway.

We called him Lil’ Abe and the rest, as they say, was history.

Springfield Convention & Visitors Bureau | Lil' Abe Marketing Campaign

We enjoyed endless opportunities to have fun with Lil’ Abe, especially the videos which were shot guerrilla-style – and often one-handed – using a simple camcorder on a shoe-string budget. All while educating meeting planners on the appeal and potential Springfield held for their meetings, conventions, or special events.

Springfield Convention & Visitors Bureau | Lil' Abe Marketing Campaign
Springfield Convention & Visitors Bureau | Lil' Abe Marketing Campaign
Springfield Convention & Visitors Bureau | Lil' Abe Marketing Campaign
Springfield Convention & Visitors Bureau | Lil' Abe Marketing Campaign
Springfield Convention & Visitors Bureau | Lil' Abe Marketing Campaign
Springfield Convention & Visitors Bureau | Lil' Abe Marketing Campaign
Springfield Convention & Visitors Bureau | Lil' Abe Marketing Campaign
Springfield Convention & Visitors Bureau | Lil' Abe Marketing Campaign
Springfield Convention & Visitors Bureau | Lil' Abe Marketing Campaign
Springfield Convention & Visitors Bureau | Lil' Abe Marketing Campaign