Nature Valley Trail View by McCann New York for General Mills

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Nature Valley Trail View

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Industry Business equipment & services, Corporate Image
Media Digital, Interactive & Mobile
Market United States
Agency McCann New York
Executive Creative Director Leslie Sims
Art Director Mat Bisher
Copywriter Jason Schmall
Released May 2012

Awards

London International Awards 2012
Digital Confections/Snacks Bronze Winner

Credits & Description

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