When you think of Miami, a few things pop into mind: beaches, nightlife…Pitbull. But never “family-friendly experiences.” Yet it just so happens, Miami is home to some of America’s finest state and national parks.

The only problem is, families flock to neighboring Orlando for things like: Mickey, Shamu, and Wizards.

So, we rebranded Miami’s natural parks— taking a page out of Orlando’s theme-park playbook to create a “theme park” of our own.

Platforms: Film, OOH, Print, Digital

And we called it:

To further bolster our campaign’s reveal, we created a new design identity and a series of OOHs & Print that compared our “theme park” experience to others.