Gold

Nature Valley (General Mills)
"Trail View"
McCann New York

Nature Valley Trail View demonstrates the perfect intersection of a brand’s purpose and a new technology that allows people to engage with the brand in a completely unique way. It brought the best of nature to people in a completely unprecedented manner, so that they’d be inspired to go out and experience it firsthand for themselves.

The program is the result of a partnership between Nature Valley and the National Parks Conservation Association to inspire Americans to visit and conserve the national parks.

Applying Google’s Street View mapping technology and navigation, the result is a first-of-its-kind digital experience: fully mapped-out trails within three of America’s most famous national parks—the Grand Canyon, Yellowstone, and the Great Smoky Mountains, designed to reinvigorate appreciation for the nation’s most prized natural treasures.

The execution itself was no simple task. To capture 360-degree footage of nearly 60 trails, the team hiked 333 miles over three months, a challenge that required a different approach to pre-production than the average shoot: two grueling months of biking, hiking, and running, working up to 50 miles a week.

The Trail View project served a number of objectives, both philanthropic and related to the larger Nature Valley business. Ther campaign successfully resulted in measureable gains in all areas, and then delivered a road map on how the campaign can further evolve to serve additional goals.