Discover the Forest: advert-body-1 by David&Goliath & Ad Council

Sometimes, one must see things through a child’s eyes to truly appreciate them, to capture that sense of wonder. That’s the case of a new public service campaign by the Ad Council and David&Goliath to celebrate the 50th anniversary of the National Trails System Act.

The US Forest Service and the Ad Council have launched a new extension of the successful ‘Discover the Forest’ public service campaign, and it illustrates how trails are one of the best guides to nature, unlocking moments of discovery and inspiring curiosity.

Through beautiful multimedia creative, Discover the Forest continues to deliver on its overarching goal of encouraging children to develop an early love of nature, thereby creating future stewards of the nation’s public lands.

The centerpiece of the campaign is a lovely 60-second spot titled ‘Discover the Unsearchable’ that follows a father and daughter on a forest adventure. It starts in the home, where the girl is drawing pictures of trees, then asks her voice assistant on her smartphone if trees tell each other stories. Her father hears it and suggests the two take a trip to the forest. Throughout the spot, the daughter takes in the nature around her while posing questions to her smartphone, such as ‘Do clouds take naps? Can birds draw pictures? Do stars visit their friends?’ And she realizes that some answers can only be found on a trail.

In addition to the work produced in partnership with David&Goliath, media partners including Pinterest and Geocaching are supporting the Discover the Forest effort. Pinterest has created custom, trails-focused content for the Discover the Forest Pinterest channel and is supporting the campaign via donated media on the platform. Geocaching, a global community of adventure seekers searching for cleverly hidden containers around the world, launched a Discover the Forest program.