The City of Raleigh works hard to make sure it provides the best for its citizens. Together we found a fresh, creative way for them to promote all that their Parks & Rec Department offers.
The Challenge
Raleigh Parks and Recreation wanted to highlight the city’s parks in a way that felt authentic, engaging, and different from traditional promotional content. Rather than a standard overview, they needed a creative approach that showcased the parks’ value from a user-first perspective—one that would resonate with families and the community.
The Idea
We asked ourselves: Who better to review parks than the people who use them most? Enter Kid’s Review Parks, a lighthearted and genuine look at Raleigh’s parks through the eyes of their toughest critics—kids!
Our concept put kids in the spotlight as they shared their candid, unfiltered thoughts on their personal experiences at their local parks. By letting them take the lead, we ensured the content felt authentic, fun, and relatable.
The Execution
• Real Kid Reviewers: We selected a diverse group of kids with big personalities and let them explore different parks, capturing their reactions and commentary in real time.
• Unscripted Fun: Instead of a pre-written script, we asked open-ended questions and let the kids’ natural enthusiasm shine.
• Engaging Visuals: We captured a mix of fun, action-packed footage, and candid talking head interviews to showcase the parks’ best features.
The Results
• Positive Brand Sentiment: The genuine, lighthearted approach, reinforces the idea that Raleigh’s parks are great places for kids.
• Increased Awareness: The campaign encouraged more families to explore different parks, boosting awareness and participation in park activities.
Why It Worked
• Authenticity: Kids don’t hold back—if they love something, they show it. Their genuine excitement made the video relatable and fun.
• Playful Tone: The humor and energy of the piece made it entertaining for all ages.
• Community-Centric Approach: By featuring local kids, the video felt personal and connected directly with Raleigh families.
Kid’s Review Parks was more than just a promotional video—it was a refreshing way to highlight Raleigh’s parks through the voices that matter most. By putting kids at the forefront, we created a campaign that was as entertaining as it was effective, proving that sometimes, the best storytellers are the ones still on the playground.
