This week sees the launch of a new campaign for NSW National Parks & Wildlife Services, created and produced by The Hallway.
“Answer The Call” is an integrated campaign designed to entice young adults to get out and experience NSW’s National Parks. A series of arresting video executions combine epic natural landscapes with ambient soundscapes, offering urbanites an immersive taste of the state’s national parks.
“There is scientific evidence that all human beings experience Biophilia - a deep rooted urge to connect with nature” says The Hallway ECD & Partner Simon Lee. “NSW’s National Parks provide the perfect opportunity to answer this innate call of the wild - hence the invitation to ‘Answer The Call’”.
Shot by award-winning artist Murray Fredericks in the Blue Mountains and Tomaree National Parks, each execution employs stills, video and post production techniques to draw the viewer into a spectacular landscape.
“We specifically selected digital outdoor as the medium to bring this idea to life,” says Lee. “The creative contrasts dramatically with the locations of the outdoor media, and with the added sensory element of sound...this is truly Affective advertising”.
“This is our first major campaign push in recent years,” said NSW National Parks & Wildlife Services Marketing and Campaign Unit Manager, David Annesley.
“The campaign is built on a powerful insight that brings to life our spectacular NSW National Parks through this cutting-edge execution. This ownable combination will undoubtedly encourage young adults to get out and experience all that parks have to offer. This multi-year campaign aims to increase awareness of NSW National Parks and the range of experiences on offer, as well as build an engaged community of young adults that support National Parks, the environment and nature conservation.”
The campaign is spearheaded by digital outdoor, with significant online and social components.
Client: The Office of Environment & Heritage
Creative Agency: The Hallway
Photography: Murray Fredericks @ FLIPP
Production Company Producer: Clinton Bell
Post Production: Make Mountains
Media: Match / UM