NATIONAL PARK SERVICE CAMPAIGN
I created a fictional National Parks Campaign that personifies national landmarks and uses pop culture references and puns to inspire Generation Z to get outside and explore their National Parks.
I started creating the branding by choosing teal and sea foam green for the logos. I created a modernized logo for the National Park Service that includes a camper van which is an aspirational trademark of adventure and road trips for Generation Z. I then created a campaign logo using the word "explore" and creatively replacing the roundness of the "p" and "o" with binoculars.
I created augmented reality for the logos so that if someone scans the NPS logo with their HP Reveal app they can view a video of the National Parks of the US or if they scan the "explore" logo with the specified National Park next to it, they can view a video of that specific park.
The quotes I use are nods to pop culture references in order to give Gen Z a laugh and connect with them in a creative way. The bus design makes light of the cliche quote that says, "The mountains are calling, I must go." My campaign personifies the landmarks in each National Park, so it is displayed as if the Grand Teton Mountains are the ones saying it.
Continuing with this theme, my first poster is for Zion National Park and uses the viral quote, "Cash me outside" from Dr. Phil's show, but Angel's Landing is saying it instead.
My Mt. Rainier uses the quote, "I may have peaked already," which is a common phrase to use when you feel like you have reached the best you will ever be. This ad uses that popular phrase as a pun to describe the mountain's peak.
My third poster (seen on the right) is advertising Yosemite National Park and uses the famous Half Dome at sunrise to say, "I woke up like this," which is a cliche photo description used on social media when people want to showcase their natural beauty.
Below the Mt. Rainier poster is my shopping bag design which says, Come hang with us," inviting Gen Z to visit the National Parks while using the pun to describe the photo of a rock climber hanging out in her harness. The idea with this bag is that if you carry it with the handles, the rope will look like an extension of them.
Next is my mobile app home page design. The caption at the top reads, "We'd swipe right on this too," making light of dating apps like Tinder that use a swipe right command when you think someone is attractive, but this is talking about the scenic nature of the mountain range.
Below that is my elevator design which cleverly uses the phrase, "Here for you for your ups and downs," yet it is referring to Yellowstone's geyser and waterfall.
Lastly, there is my Snapchat filter design which is a National Park Ranger hat that directs users to nps.org.
