For Simon Lee, The Hallway’s executive creative director & partner, trekking for three hours for a shoot for National Parks & Wildlife Services is no big deal. He once filmed, wrote, directed, did the sound on (and co-edited) a documentary feature on the Dakkar rally – in the desert. He was also “stoked to shoot with Murray Fredericks.”

But for the rest of the crew, making Answer the Call, a series of digital outdoor video ads, was a labour of love for a campaign they believed in. They also had to get into freezing mountain water for The Rivers are Calling shot.

The campaign was created and produced by The Hallway and its videos, which combine epic natural landscapes and ambient sound, aim to entice young adults to get out and explore NSW’s National Parks by giving them a close-to-real taste of the experience.

“There is scientific evidence that all human beings experience biophilia – a deep rooted urge to connect with nature,” Lee commented.

“NSW’s National Parks provide the perfect opportunity to answer this innate call of the wild – hence the invitation to Answer The Call.”

The videos were shot in the Blue Mountains and Tomaree National Parks and the stills, video and post production techniques were chosen to draw the viewer into a spectacular landscape.

“We specifically selected digital outdoor as the medium to bring this idea to life,” Lee noted. “The creative contrasts dramatically with the locations of the outdoor media, and with the added sensory element of sound…this is truly Affective advertising.”

NSW National Parks & Wildlife Services marketing and campaign unit manager, David Annesley, added, “This is our first major campaign push in recent years. The campaign is built on a powerful insight that brings to life our spectacular NSW National Parks through this cutting-edge execution. This ownable combination will undoubtedly encourage young adults to get out and experience all that parks have to offer. This multi-year campaign aims to increase awareness of NSW National Parks and the range of experiences on offer, as well as build an engaged community of young adults that support National Parks, the environment and nature conservation.”

The campaign is spearheaded by digital outdoor, supported by online and social components.

Experience the digital outdoor executions (best experienced full screen with sound):

Tomaree National Park:

Mt Hay:

Blue Mountains National Park:

Credits:

Agency: The Hallway

Photography: Murray Fredericks @ FLIPP
Production company producer: Clinton Bell
Post production: Make Mountains

Media: Match / UM
Client: The Office of Environment & Heritage Creative