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
<------
TIME
----
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
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