CHALLENGE
During the COVID-19 pandemic, outdoor recreation experienced a boom in popularity. However, not everyone is aware of the abundant natural beauty and recreational opportunities provided by the parks and trails of Minnesota. Minnesota Department of Natural Resources needed to connect under-represented communities to the beauty and recreation offered at state parks.
SOLUTION
Developed an overarching creative strategy to provide a multi-tiered approach to awareness, and event- or program-specific messaging. Event- and program-specific advertising was expanded for delivery via social media and web display placements to connect target audiences with opportunities to explore. Developed the concept, directed video shoots, photographed, and designed and directed ads for a new, emotive, story-driven awareness campaign, Find What's Out There. The campaign, launching in Spring 2023, invites target audiences from historically under-represented communities to explore state parks and define what adventure means to them.
Creative Direction: Adam Wilbur
Video Direction: Ryan Tate
Copywriter: Adam Wilbur
Design: Adam Wilbur
