SEATTLE – PEMCO Insurance, the Northwest company behind the "We're A Lot Like You. A Little Different." ad campaign, recently turned to local residents to create the campaign's newest Northwest Profile, and the results are in.
Meet "I Don't Need Sunscreen Guy," the grand prize winner of PEMCO's contest that challenged residents to submit their own 60-second auditions that epitomize the Northwest traits, personalities, and quirky lifestyles of the people who live here.
"We were impressed by the creative ideas that came from people all around the Northwest," said Jon Osterberg, PEMCO spokesperson. "We live in a special area, and it was neat to see folks so strongly embrace their Northwest quirks in the spirit of the campaign."
The team behind the winning entry is a group of film production students attending the University of Southern California, led by senior Alex Bell. Bell is originally from Newcastle, Wash., and grew up around many of the personalities that make up PEMCO's campaign.
"You can easily spot who's from the Northwest when you're walking around campus, even in Southern California," Bell said. Bell and his teammates spent hours brainstorming lists of potential Northwest Profiles – and witty puns to accompany them – before landing on the winning concept.
"In the Northwest, I was always the guy who'd forget the sunscreen on the first sunny day after a typical gray winter. You can always tell who spent the weekend outside once the sun comes out," Bell said.
Along with "I Don't Need Sunscreen Guy," PEMCO and a team of Northwest celebrity judges selected 12 finalists whose creative submissions earned them cash prizes and unique Northwest experiences. Three of the 12 winners were chosen by a popular vote online.
Bell said he and his team, which includes USC classmates Austin Thompson, Edd Benda, and Ron Hill, intend to share the $5,000 grand prize and potentially invest it in future productions.
PEMCO plans to incorporate elements from the winning concept into the "We're A Lot Like You. A Little Different." campaign in the coming months. In the meantime, video clips from all of the submissions can be found online at www.youtube.com/northwesttypes.
About PEMCO Insurance
PEMCO Insurance, established in 1949, is a Seattle-based provider of auto, home, boat and umbrella insurance to Northwest residents. PEMCO Insurance is sold by community agents throughout the region and through PEMCO offices. For more information, visit www.pemco.com.