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Virginia Capital Trail

Integrated campaign for the Virginia Capital Trail. It was a competition with a real client for my capstone class, and my team earned first place.

Hey, you! Yes, you.

If it's a reward, that means you're allowed to skip it.

A reward is a great way to not only motivate yourself to work, but decompress. However, turning it into a treat makes it easy to keep pushing back relaxation until you're utterly burnt-out.

Nature can't fix a problem, but it can make it smaller.

Everyone needs to relax, and the Virginia Capital Trail is perfect. You can fish, bird watch, have a picnic, take a photo walk, and visit restaurants. It's a one-stop shop for tranquility, so what's the hold-up?

Strategy: Touch some grass.

Position a Virginia Capital Trail day trip as the perfect mental reset for the burnt-out Gen Z.

The biggest thing Gen Z needs to learn are... 
 

They are non-negotiable guardrails for your life. You need to define what's good for yourself and make sure you get what you need. A nice day trip after working hard isn't a "reward." It's a necessary reset.

BOUNDARIES.
 

Most people think that boundaries are for others. "If they cross this line then they need to fix their mistake." But as much as we'd like to, we can't control others. Boundaries are for yourself.

Green trees oulining a paved path

It's time for a wake-up call.

Hello? Remember me? The Great Outdoors??

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Our campaign serves as a beacon for Gen Z, reminding them of the relaxation that awaits. Through tweets that also function as social media posts, we’ll offer amusing, playful nudges to grab their attention.

Hover over the posts

to see the captions!

Make inspiration cool again

As much as we love cats who are just "haning in there" and lone hikers on mountaintops, they don't do much in the way of inspiration. If we want to motivate our audience, we have to be bold.

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Not only are these posters some seriously awesome merch, they're attention-grabbing visuals for social posts.

Guidance on
the trail

The motivation doesn't stop once you get on the trail. There are an endless number of ways to relax, and this zine will guide readers through some of those ways.

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Take a seat, stay awhile

Finally, we'll have designated "relaxation zones" for people to simply take a break.

 

The zones will have benches and take-a-book-leave-a-book style libraries. There will be space for picnics and relaxing with friends. These spaces are solely for the mind to rest, especially after the body has exercised.

My Role

  • Subculture research

  • Strategy + Insights

  • IDI with mental health expert

  • Multi-round client presentations

Team: Ayanna Fernandez, Nick Popeck, Kobi McCray, Savannah Wilson

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