Generation Wild's mission is to reconnect kids to the outdoors. But it’s parents, and especially moms, who are the ones that introduce us to that world. This campaign tapped into parents’ own childhood memories as a heartfelt reminder of the importance of that connection to parents and a way to rekindle that love for the outdoor world.

To buzz the idea, we launched a series of Wilder “sightings” across Colorado that were posted across social.

We launched a short film teased in social and OOH, then activated it with Wilder stops across the state. Wilder appearance requests became so popular, we extended his presence in subsequent years and even created a children’s book for him.

AD: Jeff Euteneuer, Rachel Hickey
CW: Jim Glynn, Lindsay Dyer