NATIONAL PARK SERVICE
Go See it.
The National Park Service is an agency of the United States federal government that manages all the national parks.
Insight: A virtual experience will never compare to that of an experience in real life.
Idea: With the world rapidly going digital, we’ve become comfortable with experiencing life through a tiny screen. We’re telling people that the United States encompasses 423 national park sites and that they should ditch their phones and go see them for real.
AD: Josh Rudisel
CW: Daria Lane
TACTILE BILLBOARDS
We’ll put up billboards in underground subway stations in cities near national parks. The billboards will have real elements for people to interact with on their daily commute.
(Click to see the textures up close)
GOOGLE EASTER EGG
Step 1: Any Google Image search containing the terms “national park” will activate the Easter Egg.
Step 2: The page will begin to rumble. Cartoon animals (indigenous to the US) will stampede across the screen, destroying all the images.
Step 3: When the dust settles, the copy will tell them how far the national park is from their location followed by a link saying "Go See It"
Step 4: After clicking the link, you will be taken to a Google Maps page with directions to the National Park you searched.
AR BAIT AND SWITCH
We’ll put up graffiti murals in cities near national parks. People will be prompted to scan the mural for an Augmented Reality (AR) experience of the park.
10 seconds into the AR experience, their phone screen will go black before reading: “Big Bend National Park 1.5 hours away from your right now. Go see it.