Milwaukee’s Summerfest Reignites Music Fans’ Passion and Memories in Campaign

Midwest agency Laughlin Constable today announced its two-year creative partnership with Milwaukee World Festival Inc., producer of Summerfest, known as the 'World’s Largest Music Festival,' as the Bring Your Fest Self campaign launched today across media to promote the June and July festival.

“The campaign truly captures the essence of our fans and the vibe that live outdoor music creates at the lakefront during Summerfest,” said Sarah Pancheri, chief operating officer and vice president of marketing, Milwaukee World Festival, Inc. “We invite all our fans to bring their FEST self to Summerfest this year.”

The campaign comes to life through the artwork, colours and feelings behind Bring Your Fest Self. It can be interpreted very individually by anyone and everyone. Bring Your Fest Self acknowledges that when we go to Summerfest, the best, more fun version of ourselves comes out.

“Our agency is full of music nerds, myself very much included in that description, so to have the chance to not just tap into our love of live music, but to partner with a Milwaukee icon and entertainment powerhouse, and bring that love of music to the masses has been a blast,” said Pat Laughlin, co-chief creative officer of Laughlin Constable.

Earlier this year, Summerfest conducted a competitive review for its marketing partner for the next two years, and it awarded the creative work to Laughlin Constable. The agency is responsible for campaign strategy and creative concepting and partnered with Tyshun Wardlaw for creative production. Wardlaw, director and executive producer at Wardlaw Productions, who created the nationally acclaimed feature-length documentary, Growing Up Milwaukee, is the lead producer on TV, video and radio assets for Bring Your Fest Self.

“Having the opportunity to collaborate with Laughlin Constable for Summerfest’s Bring Your Fest Self campaign allowed me to creatively experience the best of both worlds – Summerfest’s unmatched power with creating memorable live musical experiences and Laughlin Constable’s ability to fuel the most innovative campaigns across the industry,” said Wardlaw. “Excited for the creative magic to unfold.”

This is the first collaboration between Laughlin Constable and Wardlaw, but the two creative entities were introduced last year through a pro bono endeavour launched by Laughlin Constable.

“When the opportunity to again work on Summerfest presented itself, there was no doubt we wanted to be a part of its 2022 efforts, and it was also the perfect project for us to collaborate with Tyshun. We had been looking for that opportunity,” said Laughlin.

Laughlin Constable has supported Summerfest creative many times throughout the agency’s 46-year history.

Summerfest will take place over three consecutive weekends (Thursday – Saturday) from Noon to midnight, June 23-25, June 30-July 2 and July 7-9, 2022. Its complete music line up was released earlier and today the festival launched the festival’s promotion campaign.