AllTrails, the most trusted and used digital guide to the outdoors, has launched its first-ever ad campaign for streaming and broadcast with a pair of spots titled “10,000 Reasons” and “Shared Monologue.” The :30 spots premiered on Bravo, Discovery, TLC, MSNBC, CNN, Hulu, and NBC, among others. “Shared Monologue” is a joyful, upbeat, and inclusive call for adventurers of all experience levels to find their happy place in nature through the AllTrails app. AllTrails conceived the campaign in partnership with San Francisco-based creative production company Avocados and Coconuts, which also helmed the scripting, casting, live-action production, and post. They developed the campaign concept around the AllTrails mission to kindle the spirit of adventure and remind people that the experience and beauty of nature is inclusive – and just a tap away. The concept required a strategic and efficient production approach, as Avocados and Coconuts produced two tonally different spots using some of the same talent and shoot locations, leaning on cinematography, graphics, scripting, and sound design to unify the campaign.
Client: AllTrails CEO: Ron Schneidermann Head of Design: Brian Sinclair Head of Communications: Meaghan Praznik Head of Lifecycle Marketing: Katrina Kimovec Senior Designer: Matt Giesting Copywriter: Alison Burke | Ad Agency: Avocados and Coconuts/San Francisco, CA Creative Director: Amani King Executive Producer: Dalia Burde Copywriter: Alex Flint | Production Company: Avocados and Coconuts/San Francisco, CA Director: Matthew Palmer DP: Drew Kass Executive Producer: Dalia Burde Producer: Tyler Semons Where shot: Northern California and Southern California Editorial Company: Avocados and Coconuts/San Francisco, CA Editors: Ian Levine & Gabby Scott Assistant Editor: Alex Paulsen Post Producer: Jessica Kenney | Postproduction Company: Mission Film and Design/San Francisco, CA Colorist: Chris Martin Sound Production: One Union/San Francisco, CA Engineer: Matt Woods
The Undeniable Voice of Art
Creative Growth, the first organization dedicated to supporting artists with developmental disabilities, has teamed up with creative marketing company, John McNeil Studio to unveil its new brand. Representing 50 years of elevating the work of artists with disabilities within the arts community, Creative Growth’s new brand campaign includes a new identity and logo, new positioning, brand film and a redefined strategy centering on the ‘undeniable voice of art.’ Creative Growth’s evolved brand is at the forefront of a shift towards art that stands for the inherent reveal — the power of artistic expression to bring understanding and connection to us all. The brand’s new expression includes unobtrusive color and design choices that purposely don’t compete with the voice of the artist and instead, serve as a container for the art to have a voice of its own. Executive Creative Director, Gerald Lewis of John McNeil Studio explains “We needed to create a powerful, distinctive voice for the brand. But, it couldn’t compete with the voice of the artists because in the end, the art has to speak. It had to be simple, honest and genuine, in line with the mission of Creative Growth. Artists will spend 30 years making work, honing their craft and following their voice inside this space. We wanted to celebrate that. So, while the mark, the brand, is simple and honest, it’s also expansive and energetic.” Kicking off the new brand campaign is a short film capturing the voice of artist William Scott as he walks through downtown Oakland and enters... Read More