We all could use a little more awe in our lives.
Awe is the feeling we get in the presence of something so vast it challenges our understanding of the world. To experience awe is to experience a sense of smallness in a good way — the feeling of being interconnected with something much larger. The wonderful thing is that awe can be found almost anywhere, if you’re willing to slow down and be present. You can feel it walking through the tall trees, looking up at the stars in the night sky or simply watching a butterfly take flight.
Generation Wild wanted to share this feeling with families and encourage them to find their own awe together outdoors. The campaign features a film that focused on the emotional connections between parent, child and nature. The music was inspired by the 1969 Peggy Lee song, “Me and My Shadow,” but reimagined by an up-and-coming 17-year-old Colorado artist, Wrenn Van.
We used actual elements from nature to create awe-inspiring billboards. A first-of-its-kind board attracted birds into urban areas. Another board harnessed the power of the mile high sun to create shadows of families enjoying the outdoors.
