Give the Outdoors with Generation Wild

Great Outdoors Colorado’s Generation Wild has a mission: get kids outside. We were tasked with encouraging Coloradan families to spend time outdoors and connect with nature—even in Colorado’s colder winter months.

We know holiday gifts have a big impact on how kids spend their time in the coming months. This holiday season, we gave parents a different gift idea and encouraged them to give their kids the outdoors. Literally.

Taking cues from “competitors,” we turned natural elements and experiences from the outdoors into “products” and placed ads on Meta and Pinterest driving viewers to GenerationWild.com. There, they found an ecommerce-inspired landing page featuring free printable “IOU” certificates representing outdoor adventures to give a kid in their life, literally putting the outdoors under the tree, in a stocking, or gift box.

The campaign is ongoing and includes paid media, earned media, and organic social.