Grey New York Redefines ‘Park’ for National Park Service

By Erik Oster 

Grey New York launched an interesting print and outdoor campaign for the National Park Service, mashing up images of natural wonders and man-made monuments to illustrate that there’s more to the National Parks than most people think.

The effort is part of the agency’s campaign leading up to the celebration of the National Park Service’s Centennial celebration next August, which launched back in April. Grey New York cleverly shows the diversity of the parks by combining disparate images of natural and architectural beauty, thereby communicating with a simple image the different experiences the parks have to offer. The message is reinforced by text like “The parks are so many things” and “Some parks offer breathtaking views. Others will change your perspective,” as well as the “Find Your Park” tagline. The campaign, which also includes digital and social media efforts, launched this week.

“Visually we’re explaining the idea in a quick snapshot,” Grey group creative director Sean Crane told Adweek. “We’re trying to redefine the word ‘park’ in North America. We want people to realize it’s more than just trees and grass.”



Client: National Park Foundation
Agency:  Grey, New York
Group Creative Director: Sean Crane
Executive Creative Director: Rob Perillo
Creative Director (Art Director): Chris Peronne
Creative Director (Writer): Tony Muller