Creative agency The Hallway has teamed up with the NSW National Parks and Wildlife Service to launch a new integrated campaign designed to entice young adults to get out and experience the state’s national parks.
The campaign, titled ‘Answer the Call’, includes a series of arresting video executions combine natural landscapes with ambient soundscapes, offering urbanites an immersive taste of the national parks in NSW.
Shot by award-winning artist Murray Fredericks at the Blue Mountains National Park and Tomaree National Park, each execution employs stills, video and post production techniques to draw the viewer into a spectacular landscape.
The Hallway’s executive creative director and partner, Simon Lee, said the agency specifically selected digital outdoor as the medium to bring this idea to life.
“The creative contrasts dramatically with the locations of the outdoor media, and with the added sensory element of sound… this is truly affective advertising,” he said.
“There is scientific evidence that all human beings experience biophilia – a deep rooted urge to connect with nature. NSW’s national parks provide the perfect opportunity to answer this innate call of the wild, hence the invitation to ‘Answer the Call’.”
David Annesley, marketing and campaign unit manager at the NSW National Parks and Wildlife Service, said it is the first major campaign push by the organisation in recent years.
“The campaign is built on a powerful insight that brings to life our spectacular NSW national parks through this cutting-edge execution,” he said.
“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.”