This Great Wolf Lodge brand campaign was a lot of firsts for me. My first true 360° campaign. My first TV. My first 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.
In addition to video content, a 4-day photo shoot, social and web display ads, we created overall brand guidelines including a tone of voice exploration and rules about copy structure and style for our partner agencies to reference.
Sr Art Director: Kelsey Liggett