Wild is Superior
Zion National Park
This was a concept I created with Neil Kirkpatrick while in school at the University of Oregon.
Customer Problem: Urbanites lead loud, fast, crazy lives. Sometimes it can be hard to get away for a quiet time outside of the city.
Brand Problem: Profound experiences in nature must be experienced first hand – words do no justice. Therefore, it can be hard to convince people to venture to a national park especially when they have yet to experience the rewards.
Solution: Bring the park to the city and inspire urbanites to experience a major American National Park.
This campaign connects Salt Lake City and Zion National. It was inspired by John Muir, considered the "father of national parks," and his declaration that "wild is superior." While we have focused on Zion and Salt Lake City, this campaign works for any National Park within a few hours of a major city, thus acting as a starting point for a potential nation-wide National Parks campaign.
EXPERIENTIAL
Special areas with lookout binoculars are placed in the city along a predetermined "trail." The binoculars seem innocuous, and apparently point to nothing of interest.
When you look through the binoculars, you see a live feed from Zion National Park. You can move the binoculars, and the feed adjusts in real time.
An accompanying map identifies your location by coordinate, and specifies the other lookouts in the city to visit.
Each lookout area also functions as a hotspot that activates Google Maps via a push notification. Building off Google Maps' Street View function, this interactive map would further the abilities of Street View and allow users to walk down the street while their phone displays an augmented reality of a path within the park.
Between the smartphone experience and the lookout points, we've designed a virtual park experience in the heart of a metro area.
Print advertising is published in the specific city: magazines, newspapers, periodicals and strategically chosen websites. The advertising contains a URL and latitude/longitude coordinates that direct people to lookout points within the city.
OUTDOOR
Outdoor advertising also directs people to the URL and latitude/longitude coordinates of lookout points to build interest.
WEB
www.WildIsSuperior.com has a map of the city with pins marking the lookout points to visit. It's a landing page for the digital experience.
