Our first challenge was to cut through the noise, and messaging-wise, drive awareness of COVID-19 mitigation efforts and protocols without coming off in a heavy handed or condescending manner. We were also determined to avoid the politics and divisiveness associated with COVID-19 and sought to speak to people on their terms.

Reverence for wildlife and art spans a wide demographic, so Buttery partnered with artist John Fellows to develop “COVID Critters”—illustrations to deliver messaging around wearing masks, social distancing, enhanced hygiene and other key topics. The Town of Crested Butte campaign was received so well that it was extended across Gunnison County, Colorado, and through more multimedia channels. Levity has been hard to come by during the pandemic, and we’re grateful to have the opportunity to work on this campaign.