We used storytelling to build excitement for winter, ultimately contributing to a sense of pride in uniquely Minnesotan experiences and culture. The video series showcases local Minnesotans who are making the most of winter through five distinct lenses: winter sports, winter connection, winter clothing, winter culture, and winter commuting.

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Make It. MSP. is a local initiative working to make Minneapolis-Saint Paul the best place in the world for talented people to come, stay and thrive. Winter was identified as a pain point for many people considering moving to Minnesota. The stories we created facilitate positive emotional associations and drive viewers to engage with a Winter Preparedness Guide for practical tips and strategies to thrive in Minnesota's climate.

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