AllTrails’ ‘Adventure for All’ Campaign Offers ‘10,000 Reasons’ To Enjoy The Outdoors

On 26 April, AllTrails – the self-described ‘most trusted and most used’ digital guide to the outdoors – launched it’s first-ever US ad campaign for broadcast and streaming spearheaded by a pair of spots called ‘10,000 Reasons’ and ‘Shared Monologue’.

The 30-second films, which premiered during the final week of April on Bravo, Discovery, TLC, MSNBC, CNN, Hulu and NBC (among others), were created and produced by San Francisco based agency Avocados and Coconuts.

The campaign is a response to record-breaking community engagement on the digital outdoor guide and the concept was developed around the AllTrails mission to ‘kindle the spirit of adventure and remind people that the experience and beauty of nature is inclusive – and just a tap away’.

The ‘10,000 Reasons’ video seeks to speak to everything trail-goers love about the outdoors without actually putting it in words and instead using the sights and sounds of nature in a series of vignettes to show that adventure comes in many shades.

AllTrails "10,000 Reasons" :30 from Avocados and Coconuts on Vimeo.

While ‘Shared Monologue’ aims to act as a more joyful, upbeat and inclusive call for adventurers of all experience levels to find their own happy place in nature through the AllTrails app.

AllTrails "Shared Monologue" :30 from Avocados and Coconuts on Vimeo.

“As we watched our global community quickly grow in 2020, with more and more people turning to our app to help find catharsis, we knew it was time to share AllTrails more broadly, so more people could easily connect with the outdoors for better mental, physical, emotional, and communal health,” says AllTrails CEO Ron Schneidermann.

According to the agency, executing the campaign meant a strategic and efficient approach to production as the two tonally different spots used some of the same talent and locations and leant on clever cinematography, graphics, scripting and sound design to unify them into a single campaign.

“Our goal in both spots was to quickly take the audience through a range of outdoor environments and activities to showcase the breadth of outdoor experiences available through the AllTrails app,” said Avocados and Coconuts Creative Director Amani King. “The benefits of getting outside are easy to understand, but it’s just as easy for us to imagine barriers, particularly, if we are not already an avid outdoor enthusiast. AllTrails helps users drop those barriers and see that there’s a suitable trail out there for just about everyone. We wanted the spots to present that ease of use and accessibility.”

Both spots were helmed by Avocados and Coconuts director Matthew Palmer on a three-day, run-and-gun shoot which spanned 12 locations across Northern and Southern California.

“As surfers, outdoor enthusiasts, stewards of the environment, and big advocates of health and wellness, AllTrails is not only a brand we culturally align with, but we also love using their app,” explained Avocados and Coconuts Founder/Executive Producer Dalia Burde. “The hopeful message of this campaign felt relevant and timely – to make the outdoors more inclusive and inspire people to get outside – and creating it was a breath of fresh air for our team as we got to shoot in some of the most beautiful places California as we began to emerge a bit from the pandemic in Q1.”

“Working with the Avocados and Coconuts team was a pleasure,” concludes Schneidermann. “They pushed us to think about this campaign from many different angles, all while maintaining the integrity of the AllTrails brand.”

The campaignwas created for AllTrails CEO Ron Schneidermann, Head Of Design Brian Sinclair, Head Of Communications Meaghan Praznik, Head Of Lifecycle Marketing Katrina Kimovec, Senior Designer Matt Giesting and Copywriter Alison Burke by a team at agency Avocados And Coconuts which included Creative Director Amani King, Executive Producer Dalia Burde, Copywriter Alex Flint, Director Matthew Palmer, DP Drew Kass, Executive Producer Dalia Burde and Producer Tyler Semons. With Editors Ian Levine and Gabby Scott, Assistant Editor Alex Paulsen, Post Producer Jessica Kenney, Colourist Chris Martin and Engineer Matt Woods.

Comment:

This inaugural campaign follows up a year of explosive growth for AllTrails which has reported a 135% year-over-year increase in registered hikers in 2020 and a 172% increase in hikes logged in the same time span.