AllTrails "Shared Monologue"


Priya PR
Wednesday, May. 5, 2021


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AllTrails, the most trusted and used digital guide to the outdoors, has launched its first-ever ad campaign for streaming and broadcast with a pair of spots titled “10,000 Reasons” and “Shared Monologue.” The :30 spots premiered on Bravo, Discovery, TLC, MSNBC, CNN, Hulu, and NBC, among others. “Shared Monologue” is a joyful, upbeat, and inclusive call for adventurers of all experience levels to find their happy place in nature through the AllTrails app. AllTrails conceived the campaign in partnership with San Francisco-based creative production company Avocados and Coconuts, which also helmed the scripting, casting, live-action production, and post. They developed the campaign concept around the AllTrails mission to kindle the spirit of adventure and remind people that the experience and beauty of nature is inclusive – and just a tap away. The concept required a strategic and efficient production approach, as Avocados and Coconuts produced two tonally different spots using some of the same talent and shoot locations, leaning on cinematography, graphics, scripting, and sound design to unify the campaign.


Client: AllTrails CEO: Ron Schneidermann Head of Design: Brian Sinclair Head of Communications: Meaghan Praznik Head of Lifecycle Marketing: Katrina Kimovec Senior Designer: Matt Giesting Copywriter: Alison Burke | Ad Agency: Avocados and Coconuts/San Francisco, CA Creative Director: Amani King Executive Producer: Dalia Burde Copywriter: Alex Flint | Production Company: Avocados and Coconuts/San Francisco, CA Director: Matthew Palmer DP: Drew Kass Executive Producer: Dalia Burde Producer: Tyler Semons Where shot: Northern California and Southern California Editorial Company: Avocados and Coconuts/San Francisco, CA Editors: Ian Levine & Gabby Scott Assistant Editor: Alex Paulsen Post Producer: Jessica Kenney | Postproduction Company: Mission Film and Design/San Francisco, CA Colorist: Chris Martin Sound Production: One Union/San Francisco, CA Engineer: Matt Woods 

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