Student Runner-Up 2025 Final Brief
Urban Trail Markers
AllTrails: On Grid
AllTrails is stuck in a ‘dad-core’ time warp, gatekeeping the outdoors while urban explorers are left circling the same blocks on their ‘Hot Girl Walk’.
The Reality
City dwellers crave novelty in their exercise, but fall back into the same default routes and routines due to the illusion of a lack of options.
The downtown population isn't suffering from a lack of trails; they’re suffering from a lack of imagination about what a trail can be.
The Insight
The Super Hot Idea
There’s a massive untapped trail network at our fingertips: THE CITY GRID.
AllTrails is ditching the 'dad-core' energy for ‘hot girl’ energy to prove the ultimate trailhead is right out your front door.
By adding 'on-grid' discovery, AllTrails uses indispensable cool-factor to turn the ‘Hot Girl Walk’ into a daily act of curated discovery.
The Vibe Change
Curated urban walks such as…
1. Dating App Safety Loop
2. 12k Urban Trek
In app features suggest stops along the route and discounts at participating locations.
3. Art Walk
4. Coffee Crawl
& more!
November 17th is National Take A Hike Day.
AllTrails will feature a week-long experiential pop-up event. Trail huts will be positioned along the curated routes where walkers can:
• Learn more about the AllTrails brand.
• Receive useful walking wellness tips.
• Collect commemorative physical patches!
Collect ‘em all!
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
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
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.
Your Goal: Reach the sites, check the in-app scene reference, and snap a photo to recreate the iconic moments.
The ultimate IYKYK tour.
🔥 Super Hot Bonus Route!
Ilya Rozanov, Pink Tunnel, Heated Rivalry
My Role: Art Director & Copywriter
The Team: Rebecca Vanular