Cannes Lions

America Wild: National Parks Adventure

BRAND USA, Washington D.C. / BRAND USA / 2017

Film
Film
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Overview

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Overview

Description

National Parks Adventure, a film narrated by Academy Award® winner Robert Redford, takes audiences on the ultimate off-trail adventure into the nation’s awe-inspiring great outdoors and untamed wilderness. Immersive IMAX® 3D cinematography takes viewers soaring over red rock canyons, hurtling up mountain peaks and into other-worldly realms found within America’s most legendary outdoor playgrounds, including Yellowstone, Glacier National Park, Yosemite, and Arches. Viewers around the world got to celebrate the 100-year anniversary of the national parks with world-class mountaineer Conrad Anker, adventure photographer Max Lowe and artist Rachel Pohl as they hike, climb and explore their way across America’s majestic parks in an action-packed expedition that will inspire the adventurer in us all. The film offers not only a sweeping overview of the national parks’ history, but is equal parts adrenaline-pumping odyssey and soulful reflection on what the wilderness means to us all.

Execution

The launch of National Parks Adventure was the fastest giant screen/IMAX documentary rollout in almost 5 years. Within the first 6 months we were in 6 countries and over 48 theatres around the world. Within 12 months we made it to 119 theatres in 16 countries. To support the film we also simultaneously launched a global campaign that included:

-Global PR and paid media to drive awareness for the film and our mission to celebrate and protect the National Parks for all around the world to enjoy.

-An 8 part television series on the Travel Channel titled “America The Beautiful” that aired globally on their networks.

-A global outdoors content hub in 5 languages and 15 countries

-Two video series’ with National Geographic and BBC that captured the American great outdoors in its purest and most authentic light – through the experiences of local ambassadors and world renowned explorers.

Outcome

-National Parks Adventure was the highest-grossing documentary film of 2016 (including both giant-screen and Hollywood documentaries).

-The film’s release is the industry’s fastest giant-screen roll-out in 5 years, with 119 theatres in 16 countries within the first 12 months.

-The film’s PR campaign garnered more than 4,000 pieces of earned media, with over 7 billion global impressions.

- The film's global marketing campaign generated over 1 billion additional media impressions worldwide.

-The film was the winner of the 2016 Giant Screen Cinema Association Awards for Best Film, Best Cinematography, Best Sound Design, Best Original Score and Best Marketing Campaign.

-Winner of the Travel Weekly Awards 2016 Gold Magellan Award for best Advertising/Marketing Campaign.

-Winner of 3 Gold Awards at the 2016 HSMAI Adrian Awards for Best Global Campaign, Advertising Innovation and PR Special Events.

-Winner and finalist for over 20+ global film and marketing awards.

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