Portland Parks & Recreation needed a way to increase their number of annual volunteer hours and increase the reach of their partnership stories. So, we brought them a two-part advertising campaign highlighting the real-world relationships and impacts made through volunteering.
Rooted In Community is centered around connection — the connection made between people at parks & the yellow root device tying the campaign together. As art director, I worked collaboratively with a cross-functional team to create 20+ ready-to-go deliverables and give a pitch that won over the client.
New volunteers were invited to take the “Find Your Roots” personality quiz, allowing an easy way to connect with similar volunteers and find upcoming events that match their interests. Each volunteer group was given its own visual identity that members could relate with, further building community & loyalty between volunteers.
To communicate the importance of PP&R’s partners to city decision-makers, we created a candid interview series to be shared as long-form video and social posts.
With our campaign developed, we prepared a full pitch deck and campaign book to present to the client. Our pitch excited PP&R’s team, leading them to select our campaign as their favorite.
