REBRAND NATURE

sit down

shut up

we want to tell you a story

WHAT IS THE WILD?

BEHIND THE BRAND

HOWWHY

HOW

WHAT We did a why, how, what

workshop with some key

stakeholders to discover what

it about THE WILD that

makes people feel amazing.

HOW TO USE THE BRAND

THE WHY:

THIS IS THE HEART OF YOUR BRAND. IT'S YOUR VISION, YOUR MISSION, YOUR

REASON FOR BEING. USE IT EVERYWHERE.

THE HOW:

THESE ARE YOUR BRAND VALUES. USE THEM TO CREATE ANYTHING YOU WANT –

CAMPAIGNS, MARKETING, INSTALLATIONS. STICK WITH THESE, AND YOUR BRAND

WILL STICK TOGETHER THROUGH ANYTHING.

THE WHAT:

THE WILD HAS THE BEST PRODUCT IN THE WORLD. IT IS THE WORLD. IT'S THE STAGE AND

THE PROPS OF ANYTHING THAT'S NOT FROM OUR HANDS.

The why:

LIFE'S BETTER OUTSIDE

The how:

ADVENTURE EVERYWHERE

TRIBE EVERYONE

WILD EVERYTHING

The what:

GET LOST

GET A WILD CARD

GET IN WITH THE OUTSIDERS

THE WILD: LIFE'S BETTER OUTSIDE

ADVENTUREEVERYWHERE

TRIBEEVERYONE

WILD EVERYTHING

Your adventure:

your rules

- -

Make your mark

- -

Get more from the wild

Your friends:

your tribe

- -

Belong to bigger

- -

Share your battle scars

You're wild:

you're unlimited

–

Let go. Exhaust

yourself

- -

Get lost. Find yourself.

GET LOST: natural footstep that lead to THE WILD

GET A WILD CARD: geo-caching rebrand

GET IN WITH THE OUTSIDERS: partnerships

“How can we lead kids to nature?”

We know taking that first step in natural places is the hardest. But once kids find the trail

their journey and relationship with outdoor places is self-sustaining.

This campaign aims to:

- Help kids co-discover nature spaces

- Unite kids through the joy of wild experiences

- Channel kids energy into existing outdoor experiences and organisations

Challenge

1. Find your tribe!

2. Find an elder…

5. Receive your tribe pack

6. Log your wilderness games

The Invitation

Campaign Plan  Build Communicate Phase 1 Phase 2 Phase 3

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TIME

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Bulk order moss growffiti sprayStencilsPlant geocahesBuild websiteProduce communications Recruit 50 outsider orgs for offers

Massive Comms push: documentary, ad campigns etc.CelebritiesKids magazinesSchools engagementSocial media Sign-up 200 tribes

  Get lost, Get FoundLaunch campaign Sign up 150 tribes

Get a Wild Card Sign up 100 tribes

Get in with the Outsiders Sign up 50 tribes

No. of tribes signed up: total target 500 (breakdowns as above)

No. of outsiders signed up: Minimum 50 target 100

Wilderness games: scores and status of tribes for wilderness

experiences. Eg. parkers to discoverers

Website traffic, stats and social media: ?

Monitoring

Gruffalo creative

Mumsnet

Celebrity endorsement: Ant and Dec, Dick and Dom,

CBBeebies

Camping and Caravan Club

London Wildlife Trust

National Trust

Outward Bound

Camley Street Park

Partners/ Outsiders