It’s hard to imagine a more fitting campaign for the Alabama Tourism Department. Barbecue is right up there with football and religion in terms of devotion in this state. But how do you tell the rest of the world that your barbecue and the people behind it are worth a trip down South? You give them an up close and personal look at the pitmasters who make it so great. This mobile, digital, social, and experiential campaign included a documentary that screened at film festivals and ran on PBS, a traveling photography exhibit, and an all-out barbecue war that rages on today. So pack a few napkins and book it down to Alabama.