The Sierra Club, a large non-profit nature conservation organization, wants to better reach out to people to get them outdoors and enjoy nature, and hopefully get them thinking about the importance of nature conservation. A billboard advertising campaign was chosen to reach a large number of people at once, and will be placed in large metropolitan areas around the United States where nature is scarce.

 

The concept behind these billboards was to encourage people to get outdoors and enjoy nature. Cities are loud and crowded, and can cause a lot of stress to those who live there, and they could benefit from some time away. Being in the peace and quiet of nature can be healing, and I wanted to communicate that with both a strong statement and beautiful imagery. The billboard itself could be seen as a breath of fresh air, a window into another world, away from the world of gray and black. The billboards also bring attention to the Sierra Club themselves, and what they do to protect nature.