Trail the Billboard
The North Face
Art Direction, Copywriting
Problem:
There are numerous underrated, unexplored, small, big and beautiful trails spread throughout the city of Toronto.
Pandemic or not, most population is either unaware or living through extreme busyness, long hours at work unable to breath the nature.
Solution:
To inspire the TG to create a deeper connection with their own city by exploring the undiscovered nature, trails, artworks, scenic points, trails that may lead to the next town or to their aunt's place.
The billboard guides them to the nearest trails within 5-10 miles, which they may or may not be aware of.
Follow and complete the trails, challenge friends, win exclusive rewards, merchandise with
the Trail the Billboard App designed for the maximum expedition of our city.
The Billboards are strategically set up near subway stations, malls, bus stations, airports, etc. where people commute on a daily basis after working hard.
