| Заголовок | Trailscape |
| Агентство | Hill Holliday |
| Кампания | Trailscape |
| Рекламодатель | Merrell |
| Бренд | Capra |
| Дата первой трансляции/Публикации | 2015 |
| философия | Merrell has always been a brand that inspires people to get outside and be awed by nature. But short of taking someone on a hike, how do you do that? To launch Merrell’s latest hiking boot, the Capra, we took over the Sundance Film Festival with Merrell Trailscape, an indoor experience that celebrates the outdoors. We converted a 5000-square-foot commercial space where every element was designed to inspire people to get outside with Merrell. The star of Trailscape was the very-first commercial “walkaround” virtual reality experience. Using Oculus Rift, we took people on a beautiful, sometimes terrifying virtual hike through the Dolomites in Italy. 4D elements like a rope bridge, a rumbling floor, a rock wall, and wind made the experience feel even more lifelike. There were monitors running Dolomites footage, and drink coasters with outdoor trivia. “Ten Best Hikes” books, hiking snacks, and Merrell gear was given away. The bars were wrapped in Merrell’s M-Select waterproof material. And because the Capra hiking boot was inspired by one of nature’s most elite hikers, the mountain goat, we created a stunning POP piece of a goat head made entirely of over 40 pairs of Capra boots. We partnered with Rolling Stone, creating an interview studio where Peter Travers spoke with filmmakers, celebrities, and festival talent. We hosted a concert in our space featuring the band Local Natives. We created and shared photo, video and long-form content of the most memorable moments live during the event, targeting both outdoor enthusiasts and a newer,younger audience. The star of Trailscape was the very first commercial “walkaround” virtual reality experience, using Oculus Rift. The space became a celebrity hotspot where they gave interviews, partied and where they received free Merrell gear. |
| Результат | We created content and optimized promotion live during (to feature the most compelling parts as they unfolded) and strategically targeted a mix of photo, video and long-form editorial content to priority audiences. |
| Тип медиа | На открытом воздухе / вне дома |
| Длина | |
| Главный креативный директор | Lance Jensen |
| Исполнительный креативный директор группы | Kevin Daley |
| Исполнительный креативный директор | David Banta |
| Креативный директор | Rick McHugh |
| Ассоциированный креативный директор | Jude Senese |
| Продюсер агентства | Andrew Barnett |
| Продюсер агентства | Rob Gilcrest |
| Дизайнер | Jacqueline Hull |
| Дизайнер | Rachel Clancy |
| Стратег по социальным сетям | Michelle McCudden |
| Стратег по социальным сетям | Cory Tucker |
| Продакшн Студия | MKG |
| Творческий технолог | Winslow Porter |
| Digital продакшн студия | Framestore |
| Senior Integrated Producer | Christine Cattano |
| Интерактивный продюсер | Meg Diamond |
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