GoPro is well known to the extreme sports audience. After researching the product, I felt that it could be brought to a new audience- urban explorers. Urban explorers are adventurous types who love to catalog their adventures. GoPro is the perfect companion for that. I wanted to create a campaign that not only appeals to urban explorers, but also makes urban exploring accessible to a larger audience. And so, GoPro LevelOne was born. 
To get the URL of the microsite out, the campaign needed some ads. Since I wanted the campaign to showcase the adventure of urban exploring, I wanted to create elements where users could actually play while learning about the product. And so the interactive bus station ad was born. 
The above two images are close-up shots of what the game interface would look like. Users can move through the virtul tours of abandoned places and then scroll through the GoPro attachments to select the correct one for the area.
A simple subway ad to attract the eye and get the URL out.
Below begins the microsite for the campaign, with is the home to most of the elements of the LevelOne campaign. 
The homepage. The blue graphic on the side is also the navigation bar throughout the site.
The site will be organized on a tag system where users can tag the content they submit. The videos page allows users to view videos taken by GoPro themselves or users.
The Adventures element is a large portion of the campaign. Users can hunt for different adventures they want to take. Again organized by tags, they can find exactly what their looking for. Once an adventure is selected, they're taken to a page where they can obtain all the information about the adventure - the level of difficulty, a map, instructions, and videos.
A page where users can view images that other users have submitted.
The microsite contains a game similar to the one on the bus station. On the website, however, users play through levels. Users choose accessories, and if they get them all correct, they are entered for a chance to win the latest GoPro camera.
Examplesof the pages within the game.
This is the app for the campaign. The app goes along with the Adventures portion of GoPro LevelOne. Users can browse adventures through the app, then actually take one. Once an adventure is selection, the app uses Google Maps technology to ensure the user does not get lost and can follow the adventure. Users can also use the app to trace new adventures and submit them to the campaign.
GoPro
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GoPro

Inspired by urban exploring, this campaign for GoPro aims to get people out there and exploring the world around them.
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