In my last blog, I wrote about how much I dislike negative advertising. Which is why I’m so proud to have played a role in Metroparks Toledo’s quintessentially positive “Common Ground” campaign from my friends at Everwild.
Metroparks is one of America’s best park systems, and has consistently demonstrated an acute awareness of public sentiment. The timely messaging they develop in conjunction with Everwild is always on point and the Common Ground campaign is no exception.
In the case of Metroparks, “Common Ground” is at once literal, symbolic, and a call to action. This timely campaign represents an implicit commitment to conservation and inclusion, but also serves as an invitation to visit, enjoy and protect special places that belong to everyone. Social media executions feature “uncommon” people enjoying Metroparks. Unplugged. Unbothered. And immersed in sanctuary and adventure in various parks.
The implication is clear: no matter how different we are, all of us share much in common; a love of Metroparks in particular.
In this business, we occasionally have the power to shape narratives and foster conversations that uplift. This isn’t just an ideal; it’s a powerful marketing tool as well. People want to feel connected, seen, and understood. And when brands tap into that sense of common ground, they create loyalty, belief, and buy-in.
Common Ground is sharing places and activities that bring us together. The young, and the young at heart. Different backgrounds. Different pursuits.
The creative team includes Creative Director David Woodward and designers Vanesa Nelson and Cessna Manilli of Everwild, and photographer Grant Beachy.