Under Canvas
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Under Canvas -
Under Canvas
Creative Brief
Make Under Canvas the top glamping brand in their category among Young Millennials & Gen Z.
THE ASK
Create a campaign that shows how Under Canvas can help people get away from their busy lives without the effort or expectations that usually come with getting away.
THE CHALLENGE
For many urbanites caught up in the everyday rat race, the outdoors can feel intimidating because it often comes with the expectation that you need to be “outdoorsy,” prepared, or experienced. Show that with Under Canvas you don’t need to be outdoorsy to experience nature.
THE INSIGHT
People want to escape the hustle and bustle of city life, but taking the time to pause can feel like a guilt trip in a society where productivity is glorified.
THE BIG IDEA
Permission to Log Off.
THE STRATEGY
Show that Under Canvas rejects the idea that rest needs to be earned.
About Under Canvas:
Under Canvas is the nation’s premier upscale glamping* experience, offering luxury safari-style tents in breathtaking locations like Yellowstone, The Smokey Mountains, Moab, Glacier, Mt. Rushmore, Zion, Moab and more (13 campsites across the U.S.). They include amenities such as ensuite bathrooms with hot showers, plush king-size beds, luxe linens, and wood-burning stoves for chilly nights.
*Glamping is a more ‘glamorous’, comfortable and accessible way to enjoy the outdoors. No need to rough it to connect with nature.
PROBLEM
For many urbanites caught up in the everyday rat race, the outdoors can feel intimidating because it often comes with the expectation that you need to be “outdoorsy,” prepared, or experienced.
The Category
Under Canvas can own the white space where the outdoors becomes a place to let go, while other outdoor brands tell you to do it right.
The Target Audience:
Younger Millennial & Gen Z urban dwellers who crave experiences that connect them to nature without sacrificing creature comforts.
The Urban Overthinker
The Urban Overthinker (Gen Z & Millennial, 25–35)
A busy professional living in a major city who loves the idea of nature but hates the reality of roughing it. They’re burnt out, overstimulated, and craving a mental reset, not a hardcore outdoor adventure.
AUDIENCE MODELING
Source Data: MRI Simmons
Go Touch Grass
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Go Touch Grass *
CULTURAL CONTEXT:
From doomscrolling to bed rotting, Gen Z and Millennials are responding to burnout by opting out of the world around them.
At the same time, the comedic, but cultural call to “touch grass” signals a growing desire for grounding and reconnection.
BRAND OPPORTUNITY
Under Canvas gives people a place to log off by transforming doomscrolling and bed rotting into real rest, reflection and reconnection.
The Insight
People want to escape the hustle and bustle of city life, but taking the time to pause can feel like a guilt trip in a society where productivity is glorified.
The Big Idea:
Permission to log off
STRATEGY
Show that Under Canvas rejects the idea that rest needs to be earned.
Getting away doesn’t have to feel like work. No gear or expertise is required. Just show up, step away from the noise and pause.
RTBs
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RTBs *
The Creative
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The Creative 〰️
A single subway car on several lines is rebuilt as a forest or desert sanctuary. You book a short “moving escape” session for a moment of stillness between destinations.
A visual and sound-based break timer inspired by nature to remind you to pause.
