CreativityNature Valley Trail View, Celebrated Digital Campaign for the National Parks, Gets an UpdateMcCann adds Sequoia, expands missionBy Tim Nudd|April 25, 2013ShareBy Tim Nudd|April 25, 2013Share Last year, granola-bar brand Nature Valley and ad agency McCann Erickson, New York, unveiled one of the most ambitious digital campaigns of the year, Nature Valley Trail View, which created a first-of-its-kind interactive hiking experience thanks to teams who used Google Street View technology to map trails in three National Parks—the Grand Canyon, the Great Smoky Mountains and Yellowstone. The effort won two gold Lions at Cannes and legions of fans across the nation. Today, agency and client unveiled the next evolution of the site, with three main improvements: more trail view footage (partly through the addition of 50 miles of footage from a fourth park, Sequoia); a comprehensive hub for the brand's past, present and future preservation activity; and fully interactive social functionality. As mentioned in the video below, the preservation message is key. That part of the site now includes an interactive map with expert conservation content. Now, as users discover the trails, they can also get a sense of the preservation needs in each area and how Nature Valley is working to help. In the past three years, Nature Valley has donated more than $1.3 million to support America's national parks. The brand will give $500,000 more this year to the National Parks Conservation Association. "Nature Valley is about inspiring consumers to get outside and enjoy what nature has to offer," says Maria Carolina Comings, associate marketing manager for Nature Valley. "Our national parks are America's treasures that must be preserved and protected, and we hope to help raise awareness of the parks through Nature Valley Trail View and our ongoing restoration efforts. Through technology, we can help make the parks accessible to all, and encourage outdoor exploration for years to come." More photos and credits below. CREDITS Client: Nature Valley Project: Nature Valley Trail View 2.0 Agency: McCann Erickson, New York Chairman: Linus Karlsson Chief Creative Officers: Tom Murphy, Sean Bryan Executive Creative Director: Leslie Sims Group Creative Director: Mat Bisher Creative Director: Jason Schmall Copywriter: Sarah Lloyd Chief Production Officer: Brian DiLorenzo Executive Integrated Producer: Catherine Eve Patterson Senior Integrated Producer: Geoffrey Guinta Editor: Nathan Thompson Executive Music Producer: Peter Gannon Production: Traction Creative Principal, Field Producer: Bryan Roberts Producer: Adam Baskin Digitech Cameraman: James deMuth Lead Cameraman: Brandon McClain Preservation Lead, Writer: Greg Jackson Design and Development: Your Majesty Executive Creative Director, Photographer: Jens Karlsson Design Director: Riley Milhem Tech Lead: Micah Acinapura Developer: Raed Atoui Executive Producer: Heather Reddig Adweek Adweek