Discovering a place of pure imagination
Our world has been fully explored and discovered. We all require somewhere to retreat and make personal discoveries and connections.
It is this freedom and our discoveries that creates a sense of achievement in our lives. With the physical world explored we now go online
for this freedom. The internet has become the new free world, where there are no boundaries and it provides us with an endless source
of shared knowledge.
for this freedom. The internet has become the new free world, where there are no boundaries and it provides us with an endless source
of shared knowledge.
The negative side though is the powerful enticement of the internet’s freedom. It feeds our need to explore, discover, make connections
and take ownership. There are no limits in a virtual world, so when do you know you are satisfied? This is where we see people engaged
for hours on end, without purpose, searching the virtual wilderness.
and take ownership. There are no limits in a virtual world, so when do you know you are satisfied? This is where we see people engaged
for hours on end, without purpose, searching the virtual wilderness.
This is why camping is important. It gives back our basic needs to escape from routine. To take ownership of our freedom and simply
reconnect with what we hold most valuable. With the world looking to virtual spaces to make discoveries, connect, own and find a
sense of achievement, camping demonstrates true, physical values. It preserves our freedom, discovery and bonds to the physical
world and organisations like the Camping and Caravanning Club exist to conserve this for future generations.
reconnect with what we hold most valuable. With the world looking to virtual spaces to make discoveries, connect, own and find a
sense of achievement, camping demonstrates true, physical values. It preserves our freedom, discovery and bonds to the physical
world and organisations like the Camping and Caravanning Club exist to conserve this for future generations.
For 2015’s National Camping and Caravanning Week, the Club wanted to get children active by camping. From research conducted
in partnership with the Institute of Education at Plymouth University, we see that children who camp aren’t just happier and fitter individuals
but they are smarter from everything that the outdoors and camping has to offer.
in partnership with the Institute of Education at Plymouth University, we see that children who camp aren’t just happier and fitter individuals
but they are smarter from everything that the outdoors and camping has to offer.
The question for the creative was:
Why do we want to get our children active and camping?
Why do we want to get our children active and camping?
The answer is simple:
Because we want the best possible future for our children.
Because we want the best possible future for our children.
Campsites are the place to feed Childrens’ Imaginations, which provide freedom and creates well-rounded, successful individuals,
who in the future will want to pass on the benefits of camping to their own children and achieving a positive, virtuous cycle.
who in the future will want to pass on the benefits of camping to their own children and achieving a positive, virtuous cycle.
The creative shows children interacting with camping gear and the environment around them, the innocence of play-time is the main focus. To demonstrate the imagination and the potential future that this experience is providing the child, we see the child's shadow cast onto the tent but it displays as their imagination and more powerfully their successful future. We don't just have a girl making a 'mud pie' we have a world class chef.
By using our imaginations and dreaming we can create a better future.
By using our imaginations and dreaming we can create a better future.
The High Flyer - The Pilot
Knowledge is power - The Teacher
Creating for good - The Chef
Partnership Activity
As the campaign was ‘Get Kid’s Camping’ the Camping and Caravanning Club joined in partnership with, ‘Shaun the Sheep Movie’ to get schools and other organisations to have their own ‘Sheepovers’, not only to celebrate camping but the launch of Shaun the Sheep Movie on DVD and Blu-Ray. Created were downloadable and printed, ‘Camping and Caravanning with children’ guides and advertising posters to promote where ‘Sheepovers’ were being organised.
Press Event - The Deck - London
