Kampgrounds Of America

If you've ever road-tripped across North America, you've seen it. That bright yellow KOA sign. The problem? Altho brand recognition tested through the roof, the majority of people had no idea what actually goes on at the campgrounds behind that sign. Our Objective: Help KOA use their famed yellow icon to change the perception of camping from an activity that required "roughing it" to an experience welcoming anyone who simply loves the outdoors. 

Our campaign took a unique approach to media but targeting creative executions to specific day parts and used sensory experiences to stir up visceral, emotional feelings among viewers. When viewers visited the website, it would start the video of all day parts stitched together at the time it was for them, showing them what was happening behind the yellow sign right then. If they toggled to the social feed, they'd see what actual campers were posted at that same time around the country as well.