Richmonders love Maymont, but what they probably don’t know is that Maymont was a gift to Richmond from the Dooley family and relies heavily on donations to keep it running and growing.
To encourage the community to protect the experiences had there through donations, we created a multi-media campaign of print, out-of-home, social media, Pandora radio and billboards that uniquely “package” the memories made at Maymont to encourage people to donate and “gift” Maymont for future generations to continue to enjoy.
Product: Box of rocks
Starburst: Stack ‘em! Skip ‘em! Collect all 30,000+!
Disclaimer: Maymont is not responsible for lousy skipping technique or personal injury from crashing rock towers. Not intended for indoor use or pelting a sibling (even if you can do it without being seen.) Regular donations recommended to ensure continued enjoyment of this product.
Product: Blades of grass
Starburst: Roll in ‘em! Whistle with ‘em! Feel ‘em between your toes!
Disclaimer: Maymont is not responsible for dirt-stained clothing or lingering grass smells. May cause inexplicable urge to have a picnic, roll down a hill, or go barefoot. Shower encouraged after use. Regular donations recommended to ensure continued enjoyment of this product.
Product: Rays of sun
Starburst: Lounge in ‘em! Get more vitamin D! Make a rainbow!
Disclaimer: Maymont is not responsible for elevated mood or increase in freckles. Exercise caution when viewing product—sunglasses suggested. Long-term exposure may cause sustained feelings of happiness and reduced desire to do anything resembling work. Regular donations recommended to ensure continued enjoyment of this product.
Products: Japanese Waterfall Water, Koi Pond Water, Toe-Dipping Creak Water
Starburst: Refreshingly watery! Sprinkled with genuine minerals! Splash-tacular!
Disclaimer: Use of these specialty water products may lead to prolonged states of zen-like wonder or spontaneous marriage proposals. Not intended for drinking or bathing. Regular donations recommended to ensure continued enjoyment of this product. Pour over Box of Rocks for an instant waterfall! -or- Pair with Rays of Sun for added sparkle!
Fragrance Collection: Mansion Musk for Men, eu de Barnyard, Italian Gardens D’amore
Starburst: Heaven for your nostrils! Lingers for hours! Truly unforgettable!
Disclaimer: Maymont is not responsible for fielding questions like “What’s that smell?” and “Who rolled around in a barn?” May result in making new friends or losing old ones. Spray with discretion. Regular donations recommended to ensure continued enjoyment of this product.
Instagram “Retail” Ads
Facebook Carousel “Retail” Ads
Web "Retail” Store. Donate pages built within existing Maymont site.
Awards: Silver, Summit Awards
Role: (Part of a large creative team) Art Direction & Design, Associate Creative Director
Agency: ndp agency