Reawaken Wonder

The Challenge The trail has dedicated volunteers and loyal users, but both were aging out. North Country needed to reach young families who didn't even realize the trail was in their backyard.

The Insight Parents aren't looking for a hiking campaign. They're looking for a reason to put the screens down and actually connect. Kids need a place to explore and participate. And when parents see the outdoors through their kids' eyes, no screen can compete.

The Solution An out-of-home campaign built around artwork drawn by real kids — posters and billboards showing the trail exactly as children experience it, paired with whimsical taglines. We met families where they already were, with creative that stopped them in their tracks.