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Bronze Winner

Digital — Confections/Snacks

Entrant: McCann Erickson, New York

General Mills
"Nature Valley Trail View"

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Description of the Project

Three years ago, Nature Valley granola bars began their Preserve the Parks program to support physical restoration projects and organize fundraising efforts. This year, they asked us to think of new ways to tackle the challenge of national park preservation on a larger scale and help them engage with their customers in an authentic, meaningful way.

The basic idea was simple: To share the beauty of the national parks with as many people as possible, we’d create a Street View experience on backcountry hiking trails for the first time ever. To do that we built a customized backpack camera and GPS rig that allowed us to capture beautiful 360-degree imagery along the trails. We then integrated that footage with topographic map data to design an interactive platform built on the Google maps API.

Executive Creative Director and Photographer, Your Majesty: Jens Karlsson Digitech/Cameramen, InTheMo: James Demuth/Brandon McClain Director of Business Developement, InTheMo: Robert Cohen Design Director/Tech Lead: Riley Milhem/Micah Acinapura Developer/Executive Producer: Raed Atoui/Heather Reddig Directors of Integrated Production: Catherine Eve Patterson/Geoffrey Guinta Art Director: Mat Bisher Copywriter: Jason Schmall Creative Directors: Mat Bisher/Jason Schmall Executive Creative Director: Leslie Sims Chief Creative Officers: Linus Karlsson/Andreas Dahlqvist Global Chief Creative Officer: Linus Karlsson Agency: McCann Erickson, New York Agency Account Director: Alyssa Kane Client Account Director: Scott Baldwin Corporate Name of Client: General Mills

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