AllTrails: On Grid
The Reality
AllTrails is dad-core. It lacks the cool factor needed to appeal to urban Gen-Zs obsessed with their hot girls walks and main character moments.
Student Runner-Up 2025 Final Brief
On-Grid: curated urban hiking trails, each intentionally routed through the places, trends, and obsessions already living in Gen Z's head.
The Insight
The Super Hot Idea
There’s a massive untapped trail network right at our feet: The City Grid
AllTrails proves wellness is hot by swapping their dad-core energy for hot-girl energy, and showing that the ultimate trailhead is right at your front door.
Curated urban walks such as…
Collect ‘em all!
1. Art Walk
2. Coffee Crawl
& more!
In app features suggest stops along the route and discounts at participating locations.
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🔥 Super Hot Bonus Routes!
Hamilton has the heat.
Walk the real-life set of HBO’s Heated Rivalry with this curated route of iconic filming locations. We’ve mapped out the exact corners where Shane and Ilya’s secret unfolded.
Ilya Rozanov, Pink Tunnel, Heated Rivalry
Toronto tells the lies.
Walk the real-life backdrop that feels straight out of Tell Me Lies. This curated route takes you through the campus spots where messy love, bad decisions, and late-night truths would totally unfold.
Your Goal: Reach the sites, check the in-app scene reference, and snap a photo to recreate the iconic moments of your fav shows.
The ultimate IYKYK tour.
Urban Trail Markers
The Power of Social!
📲 Share Your Adventure!
Complete your routes and share pictures with your friends on your stories using custom digital AllTrails badges, specifically curated for each route.
🤝 Influencer Partnerships
AllTrails will partner with Toronto walking influencers, such as Meet_TheWalkers, who will post video walk-throughs of the curated routes. Making the routes even more accessible and inviting to a wider audience.
Also becoming the official partner of HotGirl Walk (HGW) featuring verified HGW routes.
✨ Discover and Invite
Main Character messaging on sidewalk stencils hook passersby, bridging the gap between street corners and curated AllTrails experiences. Scanning unlocks the route and prompts social invites, turning solo discoveries into shared urban adventures.
OOHs: Upgrade Your Main Character Energy
The Team:
AD & CW: Alessandra Singh, Rebecca Vanular