The Sandestin Gumbo Festival is an annual gumbo cook-off at the Sandestin Golf and Beach Resort in Florida. Restaurants from the surrounding area compete for gumbo-related prizes, including “People’s Choice”, “Best Display” and “Area’s Best”. After a few decades, the Festival realized that its brand was aging poorly and its popularity waning. IWDFF was recruited to refresh and revitalize the Festival’s image. Drawing inspiration from historical Louisiana, we developed a gritty, streamlined, humorous campaign that drew festival-goers and kept them engaged with the brand.