Ask
Insight
Bring city dwellers to
the outdoors
Getting started outdoors is deceptively
overwhelming
Educate millennials on the ease of getting started outdoors
packaging with tips and instructions
Strategy
Execution
People that live in cities also love the outdoors but what's stopping them from getting outdoors...
The Background
To preserve the outdoors so we can continue to enjoy it, Busch Light partnered with One Tree Planted in support of reforestation around the globe.
The Problem
With the increase in millennials moving to the city there has been a decrease in a connection to nature.
The Research
How do urban dwellers feel about nature?
89% feel nature is important to them.
80% wish they spent more time in nature
Target Audience
Angie
- 24 years old
- Barista
- moved to the city for college and stayed
- doesn't have much outdoors experience.
- Cares about sustainability, tries to shop and eat ethically.
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Dimitri
- 29 years old
- works in tech
- grew up in the rural south
- was a Boy Scout in middle school
- Currently lives in the city but misses the outdoors
- donates to outdoors preservation charities
- drives a 4x4 pickup that has never seen mud
-owns a hatchet but has never cut anything
Insight
Getting started in the outdoors is deceptively overwhelming.
Strategy
Show city dwellers that getting started in the outdoors is easier than they think.
Executions
Packaging that shows how easy it is to get started in the great outdoors.
Credits
Strategist - Tony Ward
Copywriter - Ian Devinish
Art Director - Ashesh Sigdel
Creative Director - Trey O'Shea
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Sponsor - Martin Agency
One Tree Planted
Busch Light
