Outdoor trail-finding app Alltrails launched its first major media campaign, "Find Your Outside," in partnership with creative agency Avocados and Coconuts.
Released to support the app's largest platform update, the campaign features a global anthem spot and out-of-home (OOH) ads in select markets.
"Even though we're all big outdoor enthusiasts at Avocados and Coconuts, we're not immune to losing touch with the joy of being outside," Amani King, Avocados and Coconuts' executive creative director, shared.
"We hope this campaign resonates on that level and inspires others to open the AllTrails app and discover an outdoor experience that is just what they've been missing."
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King went on to emphasize the campaign's use of natural imagery in creating powerful symbols of humans' subconscious yearning to return to nature.
To execute this vision, the agency scouted gorgeous locations for each scene to entice viewers.
The team then utilized immersive cinematography and lush sound design to create an emotional connection with the audience.
AllTrails Chief Marketing Officer Carly Smith highlighted how Avocados and Coconuts were the perfect choice to evoke the rewarding feeling of being outdoors.
Our Subconscious Yearns for Nature
Directed by Spencer MacDonald, the campaign spot addresses the disconnect between modern humans and their natural environment.
In the commercial, three characters — a woman in a rideshare, a father preparing his kids for school, and a business traveler — are each inspired to rediscover nature through different items.
A montage begins with shots of a child's drawing, floral wallpaper, and a leaf-shaped air freshener.
As the tension of urban living builds to an increasingly chaotic soundtrack, each character seemingly has an epiphany.
Then, the cacophony fades, replaced by a serene melody and the chirping of birds.
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MacDonald divided the spot into four acts, three of which were shot by Director of Photography Mika Altskan using different methods to match a specific mood:
- "The Calling," where the characters are attracted to symbols of nature, is center-framed and smooth
- "The Refusal of the Call," where their attention snaps back to reality, is filmed with a dynamic and chaotic handheld camera
- "The Awakening," where the characters decide to go out into nature, shot with a stationary camera to immerse the viewer
- The final act, consisting of clips from AllTrails users enjoying the outdoors
By appealing to a natural desire to be in nature, "Find Your Outside" represents AllTrails' goal to inspire its 65 million members to take a breath of fresh air.
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Editing by Katherine 'Makkie' Maclang
