It’s no secret that we love working for the San Antonio Stock Show and Rodeo. Our entire creative team gets involved whenever rodeo concept season begins. Yes, the rodeo has its own season at AMG, and it usually begins long before the official season. This year’s campaign was in the works since the summer of last year. We held multiple team brainstorming sessions and encouraged everyone involved to concept independently as well. This went on for a couple of weeks until our creatives felt comfortable sharing what they came up with. Many ideas were thrown around – some showed promise, others not so much. Let’s just say that someone’s Project Rodeo Runway ideas didn’t make it past the first cut.
Rodeo Fever was the winning idea. It took four of our creative team members to bring it to life – from concept development to copywriting and art direction. We loved it, our client loved it, and we knew that with the right creative direction and our production group’s help, we could deliver a campaign that San Antonio’s rodeo fans would also love.
Rodeo Fever is what San Antonians experience come rodeo season when the buzz around town is everywhere. You’ll hear about it on the news. On social media. On billboards. On the radio. It’ll even be on people’s calendars and even on a few bucket lists (cue Tim McGraw). And whether you’re a rodeo fan or not, if you’re in San Antonio in mid February, you’ll experience rodeo fever (aka the uncontrolled expectancy of the rodeo) or you’ll know someone who will.
While it took months to develop the entire Rodeo campaign, shooting the TV spots only took two days. Two crazy days, that is. The team ran around like crazy cattle all over San Antonio and may or may not have wrecked a river barge in the process. It was a lot of hard work, but we’ve got two award-winning TV spots, a beautiful campaign and a very happy client in return.
Who knew that recording people acting like animals would be this much fun AND get us bronze and silver American Advertising Awards? Please check out our work here, tell us what you think, and watch out for Rodeo Fever next year!
We’re also sending a special shout-out to the entire Rodeo team this year for their record-breaking attendance numbers. Not only is the San Antonio Stock Show and Rodeo the 9-time PRCA Large Indoor Rodeo of the Year, it also welcomed over 1.7 million people – an all-time record!