This Great Wolf Lodge brand campaign was a few firsts for me. My first actual TV shoot. My first gray hair. My second gray hair.
The campaign strategy was based on the insight that millennial parents are more distracted, more diverse, and more independent than their parents. They have less time to spend with their kids, so they want to make the most of it. In the very crowded family hospitality category, pretty much every ad is about fun— but parents don’t plan vacations because they want to ride water slides. They plan vacations because they want quality bonding time with their loved ones. Our challenge was to help Great Wolf Lodge rise above the “stuff” to sell meaningful, memorable moments.
TV
Social and Pre-Roll Video
Social Content
In addition to video content, a 4-day photo shoot, social and web display ads, we created overall platform guidelines to integrate the campaign and wider brand tone. The guide includes tone of voice exploration and rules about copy structure and style for our partner agencies to reference.
Finally, we pitched some digital-first integrations like this Waze skin. Turns out, that’s expensive!