Find what’s out there.
To most Minnesotans, Minnesota State Parks and Trails need no introduction. Even still, many residents, specifically residents of color, had never visited a state park. The Find What’s Out There campaign was an open invitation to come and see what the parks have to offer. It showed that the parks were full of magic, connection, harmony, and wonder. And that adventure could be defined on their terms.
The campaign was a great success and still has a presence at the Department of Natural Resources’ state fair pavillion. During and after the campaign, park rangers, program sales, and rental data showed a measurable increase in state park visits from residents who had never before explored what they have to offer.
Creative Concept
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Scriptwriting
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Art Direction
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Production
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Design
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Campaign Strategy
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Copywriting
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Creative Concept | Scriptwriting | Art Direction | Production | Design | Campaign Strategy | Copywriting |
Find what’s out there.
Each video invites the viewer to explore a state park and find what’s out there and define it for themselves.
Project Team:
Creative Direction: Adam Wilbur + Ryan Tate
Art Direction: Adam Wilbur
Video Direction: Ryan Tate
Copywriting: Adam WIlbur
Video Production: Laura Alexander