For forty-two years the world renowned Sawdust Art Festival in Laguna Beach has entertained its community, supported its local artists, provided a venue for over 200 Exhibitors to display and sell art, and the opportunity for patrons to enjoy the culture experience of Laguna Beach. The Laguna Beach locals have always taken part in the Festival, but what about the surrounding communities? The Sawdust Art Festival decided in order to increase attendance they needed to refresh their advertising efforts. That’s where Blue C comes in. Blue C was hired as the Sawdust Art Festival's Agency of Record and hit the ground running. As an agency, we do not jump into a project with assumption; it is important to us that we do the correct research prior to execution. We realized the value and need to understand the Sawdust Art Festival as an event and organization before we began to develop the campaign, so we executed and managed a research survey for both visitors and exhibitors. The results lead us to two different campaigns reaching audiences across Orange County and surrounding cities. One campaign targeted those already familiar with the Sawdust Art Festival, and the other targeted people who may not know what the Festival has to offer, but enjoy art. We also re-branded the Sawdust Art Festival by creating a new logo treatment that was more inviting, yet still retained some of the community heritage they are known for. With the combination of well-planned media placement and carefully executed creative the Sawdust Art Festival saw an increase in attendance and concession sales that far exceeded expectations, even in a down economy. Art is back and is Creatively Fun!