takeahike.png

ATC REDEFINES 📙 TAKE A HIKE

To celebrate 100 years 🎂 The ATC hired an SNL legend and went after big dictionary

To celebrate 100 years of protecting the longest hiking trail in America, the Appalachian Trail Conservancy set out to change the definition of “Take a Hike” to mean something good instead of something bad.

ROLE: CREATIVE DIRECTION • COPYWRITING • PRODUCER

PRESS MENTIONS: CAMPAIGN LIVE • ACCESS HOLLYWOOD • AJC.com • E-Online

 The current definition of Take a Hike means something bad. The Applachian Trail Conservancy takes offense to that.

We needed some celeb fire power so we partnered with SNL legend Kevin Nealand. Kevin cuurently has the most popular hiking channel on YouTube.

All social and video led to a unique landing page where supporters could sign the “definition petition.” There was also a way for supporters to donate to the cause.

PRESS

download.jpg
Screen Shot 2020-06-06 at 4.00.43 PM.png
Screen Shot 2020-06-06 at 4.02.08 PM.png
Screen Shot 2020-06-06 at 4.04.50 PM.png
takeahike.png
FPO Board Low Res Comps.png
Screenshot 2025-10-01 at 7.09.35 AM.png
Screenshot 2025-10-01 at 7.07.54 AM.png
Screen Shot 2020-06-06 at 4.05.58 PM.png
Screen Shot 2020-06-06 at 4.07.51 PM.png
Screen Shot 2020-06-06 at 4.09.28 PM.png
Screen Shot 2020-06-06 at 4.13.20 PM.png
Screen%2BShot%2B2015-05-04%2Bat%2B10.29.11%2BAM.jpg
Screen Shot 2020-06-06 at 4.17.05 PM.png
download.jpeg
Screenshot 2025-10-01 at 7.11.12 AM.png
Screenshot 2025-10-01 at 7.13.48 AM.png
nealjustin_1481580396_gottfried-1 copy.jpg