Kids grow better outside.

Great Outdoors Colorado is the primary recipient of the state’s lottery proceeds. With those funds they do wonderful things for the state like build parks and trails, support community projects with grants and promote outdoor education and conservation.

The problem: The trails and parks were built, now GOCO wanted people to come.

So, to inspire kids and families to get outside, we created a brand: Generation Wild. The launch was built around a bucket list for kids of 100 Things To Do Before You’re 12. A list of impossibly simple outdoor activities that engouraged families to get kids out from behind the screens.

Then we advertised the outdoors. And we had a whole list of things to do while you’re there.

It was a hit. By the end of its first year, Generation Wild became recognized and beloved across the state.


Client: Great Outdoors Colorado
Agency: Sukle
Creative Director: Mike Sukle
Art Directors: Jeff Euteneuer, Pedro Saldarriaga
Designer: Greg Jesse
Copywriters: Jim Glynn, Ricky Lambert, Andrew Goldin

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