The title of this campaign is “Camp Anywhere.” It is broken into two parts—interactive and static. Two of the environmental pieces encourage passerbys to take photos with the sets and post photos of themselves “camping” in the city.
The other two pieces—the billboard and the magazine ad—are not interactive. These feature people camping in unusual places, like a billboard or a magazine.
The overall campaign speaks the message of quality family time in the outdoors that anyone can achieve while also encouraging hardcore campers to explore the unknown.