Last year, Grey New York kicked off a PSA campaign for the National Park Service, in anticipation of their centennial this year, adding to the effort with subsequent spots that launched in the summer and autumn.
Now, with the 100th anniversary of the creation of the National Park Service on the horizon (August 25), Grey has kicked off the centennial celebration with a new campaign.
The new spot retains the “Find Your Park” tagline, acting as something of an extension of the previous campaign with more of a focus on the actual centennial. Like that effort, the new one also celebrates the diversity of the parks, with the message that with so much to offer, there’s room for everyone to “Find Your Park.”
It arrives just in time for National Park Week (April 16-24).
In the 30-second “Happy 100th” broadcast spot, a ranger begins whistling “Happy Birthday” with the song then continued by a variety of sounds from different parks around the country. The sounds range from a zipper opening on a tent to Old Faithful to a floor being buffed to a bee buzzing and much more. It’s a clever way to celebrate the upcoming anniversary while continuing to show the incredible diversity in the country’s National Parks. Supporting the broadcast effort are print ads creating a visual 1-0-0 with objects found in different parks. (See below for a few examples.)
“To wish the National Park Service a happy 100th birthday, we used the parks themselves to deliver the message,” said Grey New York group creative director Sean Crane. “From amazing wildlife, to rangers, to train whistles and even mechanical floor polishers, everyone and everything was in on the action.”