NSW National Parks uses outdoor media to get more Aussies to enjoy the great outdoors
NSW National Parks has created a striking new outdoor campaign using animation and sound to get more Australians to ‘Answer the Call’ and get outside.
The multi-year campaign by The Hallway, features a series of animated executions that use sound effects to give audiences a simulated experience of visiting park locations across NSW.
Simon Lee, The Hallway’s executive creative director and partner said the campaign aims to play on human’s innate desire to connect with nature by immersing them in the advertising executions.
“There is scientific evidence that all human beings experience Biophilia – a deep rooted urge to connect with nature,” he said.
“NSW’s National Parks provide the perfect opportunity to answer this innate call of the wild – hence the invitation to ‘Answer The Call.’”
The campaign’s video spots and stills were shot by artist Murray Fredericks who teamed up with the creative agency to shoot in the Blue Mountains and Tomaree National Parks.
“We specifically selected digital outdoor as the medium to bring this idea to life,” said Lee.
“The creative contrasts dramatically with the locations of the outdoor media, and with the added sensory element of sound…this is truly affective advertising”.
David Annesley, NSW National Parks & Wildlife Services marketing and campaign unit manager said the campaign was the first big push for the company in the last few years.
“The campaign is built on a powerful insight that brings to life our spectacular NSW National Parks through this cutting-edge execution. This ownable combination will undoubtedly encourage young adults to get out and experience all that parks have to offer,” he said.
“This multi-year campaign aims to increase awareness of NSW National Parks and the range of experiences on offer, as well as build an engaged community of young adults that support National Parks, the environment and nature conservation.”
The campaign will be pushed out via digital outdoor, as well as through online and social.
CREDITS
Client: The Office of Environment & Heritage
Creative Agency: The Hallway
Photography: Murray Fredericks @ FLIPP
Production Company Producer: Clinton Bell
Post Production: Make Mountains Media: Match / UM
