Mystic Quarry - Granola Person, Meet Indoor Cat
The ask: Create an advertising campaign that increases bookings at Mystic Quarry glamping resort.
The insight: Getting into the outdoors doesn’t need to be messy. Mystic Quarry can attract a population who want to dip their toes into the world of camping before diving straight in.
The strategy/solution: Appeal to young people who may not be traditionally “outdoorsy” by showing them the outdoors doesn’t need to be extreme.
BIG IDEA: Mystic Quarry caters to the extremes and everything in between.
Print Ads
TV Spot
EXT. MYSTIC QUARRY - DAY
A tent is pitched in front of a row of tiny houses that slope down a hill. Fog covers the ground. We hear birds chirping in the distance.
TITLE OVER - “BEAR GRYLLS AND YOUR MOM”
As the title appears, “Let’s Go Away For A While” by The Beach Boys starts to play. It continues throughout the entire spot.
CUT TO: INT. TINY HOUSE - MORNING
A prototypical mother-type (SHEILA, 65) happily wakes up from her satin sheets and heads downstairs. We see a tent pitched in the kitchen. As Sheila walks down the stairs, BEAR GRYLLS emerges from the tent eating a large leg of mutton and wearing intense hiking gear (maybe camouflage on his face). They greet each other with a smile.
CUT TO: INT. TINY HOUSE - MOMENTS LATER
Sheila calmly reads her iPAD in her pjs while sipping a cappuccino. She is lit by a fire light. The camera pulls back to reveal that bear has constructed the fire on the floor of the room using an assortment of furniture pieces.
CUT TO: EXT. TINY HOUSE ROW - AN HOUR LATER
Bear and Sheila step out of the house together and part ways with a smile.
CUT TO: EXT. POOL DECK - DAY
Sheila lounges in the pool on a large flotation device. She is suntanning, wearing a comically large hat and sunglasses. A waiter walks up to the poolside and delivers a cool espresso martini. Sheila thanks the man and takes a sip.
CUT TO: EXT. HIKING TRAIL - DAY
Bear is crouched low to the ground. He is holding a stick in the direction of a large rattlesnake. Dodging a few intended strikes by the snake, he lands a killing blow to the animal. Calmly sighing, he lifts the snake as if he’s going to eat it.
CUT TO: INT. GYM - DAY
Sheila, now dressed in activewear, reclines on a stationary bike, barely moving her legs. She watches Seinfeld on the gym TV and slowly falls asleep. Her head falls and she begins snoring.
Activation
A giant QR code in a city near Mystic Quarry with the label “Are you a granola person or an indoor cat?” will go up.
People scan the code out of curiosity and be brought to an online quiz asking them questions about themselves.
After finishing the quiz and providing ways for contact, the person receives a text telling them they have been entered into a raffle for a free, all-expenses-paid weekend at Mystic Quarry.
All of the winners of the competition will be invited to Mystic Quarry for a weekend. Once there, they’ll be split up into groups of “Indoor Cats” and “Granola People” based on their quiz results. Each group will take part in activities based on their preferred method of vacation (adventurous vs. relaxing).
Content will be collected over the weekend to make a video ad that contrasts the group’s separate activities and plays on the comedy of their differences.
CUT TO: EXT. RIVER RAPIDS - DAY
Bear leads an exhibition of white water rafters. He lets out a loud war cry as their raft tumbles through the treacherous rapids. The camera pulls back to reveal that they are headed right for a waterfall.
CUT TO: EXT. OUTDOOR BAR - SUNSET
A bonfire is surrounded by chic modernist decor, while a live band plays (inaudible behind soundtrack). Sheila, reclining and sipping a cocktail looks across the fire in shock. Bear is sitting opposite of her, smiling, looking as if he’s been through hell and back (ripped clothes, branches in his hair, etc.). Bear stands, moves to Sheila’s side, and offers her his hand. Sheila smiles shyly and takes it. The two dance around the other couples, seemingly lost in their own world.
CUT TO: INT. TINY HOUSE - NIGHT
Bear and Sheila are back home, wearing their favorite PJs (Bear’s are decorated with bee hives). The two brush their teeth side by side. As they go to share a goodnight hug, they begin leaning in for a kiss. The two snap out of it and smile softly.
BEAR
“Goodnight Sheila.”
SHEILA
“Goodnight Bear Grylls.”
The two diverge, Sheila going to her lofted bunk and Bear going back to his tent.
TITLE OVER: Mystic Quarry - Granola person, meet indoor cat.
Social Media Posts
Use trending pop culture references, like this reference to a popular Future and Gunna song, to engage a young audience on X.
Create a TikTok quiz filter that consists of 5 questions to determine if you are a granola person or an indoor cat
○ Tipi or tiny house?
○ Hiking or relaxing by the pool?
○ Beer or cocktail?
○ Socks and sandals or heels and slippers?
○ Cooking food on a fire or a restaurant meal?
The quiz will then change your background to either an outdoor scene to signify a granola person or an indoor scene to signify an indoor cat
The Team - Katie Fuller, Emma Green, Sean Sabye, Shemariah Solomon
Instagram story vote (one a day) that shows the balance of personalities Mystic Quarry accommodates.
Followers who participate every day are entered into a raffle for an all-expense weekend trip to Mystic Quarry for them and 5 friends.