Kelsey Liggett Design
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Great Wolf Lodge Brand Campaign

 

AGENCY
MRM//McCann

CLIENT
Great Wolf Lodge

ROLE
Senior Art Director

TEAM
Erick Stossel, Kelly Fine

Great Wolf Lodge tasked us with crafting a completely new brand positioning, one that would help them stand out in a highly competitive and cluttered category—and increase awareness and relevance among the coveted millennial parent demographic.

We launched their first brand campaign “Go for the Moment”, a complete rebrand appealing to a new generation of families. It reframes Great Wolf as an experience beyond just a collection of fun activities. The campaign celebrates the unforgettable moments that happen when families get together. In that way, Great Wolf Lodge rises above the “stuff” to answer every parent’s deeper need: The need to reconnect and spend quality time with their families without any worries or distractions. 

DELIVERABLES
TV, Digital Pre-Roll, Brand Guidelines, Social Content, Display

 

TV: 30

TV: 15

Digital pre-roll

 

CONTENT SHOOT

Our goal for the photoshoot was to capture authentic moments at the Lodge, not the attractions themselves. To achieve this, our photographer got right in the middle of the action, so the audience felt like another member of the family. The photos were composed to be used across all channels.

Photographer: Brook Pifer

 

SOCIAL CONTENT