Grey New York has launched a PSA campaign promoting the National Parks in honor of the National Park Service’s upcoming centennial in 2016, entitled “Find Your Park.”
The 60-second spot aims to give viewers a broader idea of what the National Parks contain, beyond the geysers of Yellowstone or views of the Grand Canyon that typically come to mind. While the 60-second spot celebrates the natural beauty of such sights, it also reminds viewers that these are places where “history is made, art is created, things happen that should always be remembered.” Throughout a series of fast cuts, the word “Park” keeps appearing to reinforce the idea that these very different places are all National Parks. The spot ends by calling on viewers to “Get up, get out there and find your park.”
Beyond the broadcast PSA, the campaign also includes a Virtual View Tour, which kicks off at North Flatiron Plaza in front of Madison Square Park with United States Secretary of the Interior Sally Jewell, National Park Service Director Jonathan Jarvis and actress Bella Thorne encouraging visitors to “experience all 407 national parks within an interactive one-minute musical rotation.”The tour will move on to Los Angeles and Washington, D.C. later in the month.
“National parks offer a multitude of experiences for visitors,” said Jarvis, in a statement. “There’s a national park in every state and with each stop on the Find Your Park Virtual View Tour, we’re bringing them closer together than ever before. Tap the screen and within seconds you’re speaking with a ranger or park-goer at Grand Teton National Park in Wyoming or at Martin Luther King Jr. National Historic Site in Atlanta, Georgia and exploring what the park has to offer in real-time.”
A large social effort also encourages users to tweet using the hashtag #FindYourPark and share their stories at FindYourPark.com. The site will soon feature a series of interactive stories from the likes of Bill Nye, (scientist), Bella Thorne, Roselyn Sanchez (TV and film actress), Terrence J. (TV personality) and Mary Lambert (singer/songwriter and LGBT advocate).
Credits:
Advertiser: National Park Service
Spot Title: “Parks”
First Air Date: Thursday, April 2nd
Agency: Grey New York
Chief Creative Officer: Tor Myhren (Global) / Andreas Dahlqvist (New York)
Creative Directors: Joe Mongognia (Group Creative Director), Sean Crane (Group
Creative Director)
Art Directors: Chris Perrone (Associate Creative Director)
Copywriters: Tony Muller (Associate Creative Director)
Agency Producer: Keira Rosenthal
Music Producer: Ben Dorenfeld
Production Company (location): n/a
Director: n/a
Director of Photography: n/a
Editor (person & company): Trish Fuller / Whitehouse Post
Color Grade: Fergus McCall /The Mill
Finishing: The mill /Producer Veronica Ware
Audio Engineer: Dante Desole/Vision Post
Music/Sound Design (person & company): Dante Desole / Fall On Your Sword
Principal Talent: Markita Prescott (VO)