A Green Bay ad firm, Arketype, has taken on the self-imposed job of remaking Green Bay's image from Brats, Packers, Cheeseheads, and whatever else John Madden would like you to think about TundraTown into something brand new.

They've created a pair of videos that go against type– way against type– to show a Green Bay that is an idyllic change of pace from the traffic jams of the big city (Milwaukee? New York?) and a respite from the chaos of life.

The centerpiece in the first video ("Better Half") is a catchy, warm, jingle, "Better by the Bay", that is perfect in construction and execution– primarily because it sounds as effortless as the life being offered by the Green Bay envisioned in the video.

See below:                    

The second video is far more straightforward– a "don't you wish you didn't have traffic jams" appeal.

But the first video really "sings". And not a cheesehead in the house.

The effort was envisioned by the owners of Arketype (see this press release) and reminds me of the many efforts over the years to find that singular, granular concept that would shift Milwaukee's image away from Brats and Beer. My own companies over the years produced a range of "market" videos for the Milwaukee Journal as well as our own self-funded pro-Milwaukee videos. The old Milwaukee Ad Club developed a number of gratis promotional campaigns (mostly print, though.) Our most recent effort was for the MMAC China Council, which you can see by clicking on the samples in the left column.

To their credit, Arketype solicited and involved the biggies– civic, corporate, and even the Packers, raising sposorship money that seems very impressive, based on what I saw on their website.

That's why I really enjoy what Arketype has done–  they did it they right way– from the heart.

Now, if they'd only let loose with some credits– I'd love to know who wrote the song.