In Florida, the unofficial state bird is jokingly referred to as the construction crane. So WSFL in Miami used that icon as the basis of a series of promos to highlight programming changes.
In Florida, the unofficial state bird is kiddingly referred to as the construction crane.
Here’s Ardis Gonzalez Leon, WSFL’s creative services director, with an explanation.
“We produced a series of :10 spots featuring programs that are moving time slots and the shows new to our Fall schedule. In a sense, our schedule was ‘under construction’.
So our senior producer Bob Evorik staked out recognizable areas in South Florida that were under construction with what’s become the unofficial state bird of Florida, the Construction Crane.
And the result: a fun campaign integrating our shows in very South Florida scenarios!”