Nature Valley Design & Branding NATURE VALLEY TRAIL VIEW by McCann New York

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Media Design & Branding
Market United States
Agency McCann New York
Executive Creative Director Leslie Sims
Creative Director Jason Schmall, Mat Bisher
Producer Adam Baskin
Released March 2012

Credits & Description

Category: Online Digital Design
Product/Service: NATURE VALLEY
Chief Creative Officer/Chairman: Linus Karlsson (McCann Erickson)
Vice Chairman/Executive Creative Director: Andreas Dahlqvist (McCann Erickson)
Executive Creative Director: Leslie Sims (McCann Erickson)
Creative Director: Mat Bisher (McCann Erickson)
Creative Director: Jason Schmall (McCann Erickson)
Executive Integrated Producer: Catherine Eve Patterson (McCann Erickson)
Senior Integrated Producer: Geoffrey Guinta (McCann Erickson)
Chief Brand Editor: Ellie Parpis (McCann Erickson)
Marketing Manager: Scott Baldwin (General Mills)
Account Director: Alyssa Kane (Campbell Mithun)
Director Of Business Development: Robert Cohen (InTheMO)
Producer: Adam Baskin (InTheMO)
Line Producer: Adam Cucurull (InTheMO)
Digitech/Cameraman: James Demuth (InTheMO)
Lead Cameraman: Brandon McClain (InTheMO)
Executive Creative Director And Photographer: Jens Karlsson (Your Majesty)
Design Director: Riley Milhem (Your Majesty)
Tech Lead: Micah Acinapura (Your Majesty)
Developer: Raed Atoui (Your Majesty)
Executive Producer: Heather Reddig (Your Majesty)
Media placement: Web Microsite - Online - March 7, 2012
Describe the brief from the client
On March 7th, 2012, Nature Valley granola bars launched Trail View – a first-of-its-kind Street View experience on hiking trails in the US national parks.
Nature Valley has been a supporter of the US national parks throughout their history, and 3 years ago, they began their 'Preserve the Parks' programme to support physical restoration projects, and organise 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.
Describe the challenges and key objectives
The design challenge consisted of gathering 8TB of footage and 11m image files, then integrating that data with more than147,000 GPS points, and finally presenting it in a way that felt intuitive, informative and user-friendly. Though the initial build consisted of 3 parks, the platform also had to be scalable to be able to incorporate future parks, user generated content, mobile usage and social utilities.
Describe how you arrived at the final design
The resulting site was built on a heavily customised version of the Google Maps API, creating an experience that is equal parts map utility, educational tool and eye candy. Each park was given its own landing page with a parallax effect to help users discover more parks. Topographic map data provided the basis for a unique look for the overhead map-view, as well as another informational tool within the trails. High-res panoramic photography was implemented in landing-page environments, and at scenic points along notable trails. 400+ informational call-outs were also embedded along trails using 3D spatial mapping.
Give some indication of how successful the outcome was in the market
The initial launch on March 7th created a positive media buzz unlike anything Nature Valley had ever seen. Without a single dollar of paid media, Trail View generated over 30m earned media impressions to date. Within 2 weeks the site had generated more than 100,000 unique visits, and 300,000 page views. Most importantly, Nature Valley was being saluted for inspiring a new generation of nature-lovers, creating a previously unseen utility, and preserving the parks digitally for all time. Pretty good for a granola bar.