Getting old, white suburbanites to the national parks had never been a problem, but as the 100th birthday of America's Greatest Idea approached, we needed to ensure the parks' future by energizing city dwellers, urban minorities, and especially young people.
The campaign was built around redefining the word "Park" to mean something more relatable, accessible, and personal than the impression many Americans held, hence the rallying cry "Find Your Park." Sure, Corona was out there long before we were but, to my knowledge, POTUS never told anyone to find their beach.
Our static campaign blended expected national parks with places you might not have known were part of the NPS to convey that as different as these sites are, they are all connected under the mission of preserving our most treasured places. The Out of Home pieces won a silver Obie.
Headline: Some parks take us back to the birth of our nation. Others, to the dawn of life itself.
Headline: Some parks protect nature’s landmarks. Others preserve humanity’s milestones.
Headline: There are parks everyone should see some day, and a few you could stop by this afternoon.
Headline: Some parks offer breathtaking views. Others will change your perspective.
Headline: Some parks protect America’s highest peaks. Others honor those who walked a higher path.
The campaign launched with events in NYC, DC, and LA, including this Times Square Takeover.
We worked with actor Joseph Gordon Levitt, and his creative collective, HitRecord, to better reach children, families, and young potential park-goers. We put briefs out to HitRecord's community of artists, animators, writers, and musicians to develop merchandise, apparel, and additional content.