People who love nature, really love nature. But for busy New Yorkers, nature can be a bit of an afterthought. It’s hard to relate to imagery that depicts landscapes and animals New Yorkers hardly ever see.
For The Nature Conservancy’s first awareness campaign in New York City, we wanted to show New Yorkers that The Nature Conservancy’s work is relevant to their daily lives in their city. Without clean water, there would be no morning coffee. If seasons didn’t change in a timely manner, fashion wouldn’t be the same. And if our coastlines weren’t safeguarded from floods, our skyline would be ruined. New Yorkers depends on The Nature Conservancy to protect many things they love. The world we depend on, depends on The Nature Conservancy.
We wanted to reflect that through humans doing what they love in nature, whether it is surfing, kids playing outside, or simply walking down the street on a crisp, Fall day. NEW YORK DEPENDS ON US led a 95% increase in new member acquisitions year-over-year.
Categories: Advertising, Collateral, Experiential