The award-winning Greeley Unexpected campaign, launched in 2013, entered its fourth consecutive year with another series of print ads, billboards, Denver International Airport signage, and 15-second television spots. The campaign, designed to change decades-old misperceptions about the city while highlighting “the people, the events and more that make the city an interesting place to live, work, play and learn,” shifted in 2015 from an emphasis on unique personalities within the community to characteristics or assets worth bragging about. Accordingly, this year’s three television spots focused on the city’s commitment to public art, the number and diversity of its parks, and the Poudre Learning Center – an interdisciplinary “outdoor classroom” just minutes from downtown. Shot on location by Greeley’s Clear Summit Productions, the spots were completed in Spokane by ILF Media, who provided editing and sound. Mike Bold of Digital Itch created the animations. As in previous years, helveticka was responsible for creative concepts, art direction, graphic design, writing, and project management for the campaign.