AllTrails: Offline Summer
What started as a one-off billboard idea concepted in partnership with lead designer, Matt Giesting, ended up growing into an entire campaign the following summer. We knew people were feeling the burn of endless scrolling and the negative effects of screen time. We also knew that AllTrails was uniquely positioned as one of the few apps designed to take you from on-screen to outside.
TV
Drawing from the insight that Americans spend 7–12 hours a day on screens, we used illustration to tease what awaits outside — while breaking the fourth wall to interrupt screen time with an invitation to explore.
Partnership with Brick
We were intentional with our partnership and chose to partner with Brick to further hit home the offline messaging. Members could purchase one of our premium plans to unlock offline maps and get a Brick device to block out distracting apps while they’re enjoying time away from doomscrolling.
More OOH…
In addition to our summer campaign, we wanted to boost our presence in areas known for outdoor recreation. From aiports welcoming travelers to location-specific highway placements, we met the customer where they were at to take them from their current spot to their next hike.
