Nature Valley granola bars is a brand that’s all about the goodness of nature.

So naturally, we had to promote being outdoors and

show that getting out there is a worthwhile experience.

We decided to put nature in a positive light by taking sayings that use activities in nature to insult people (e.g. ‘go take a hike’) and turning them on their head through exaggerated, fictional success stories of people who got lost, took a hike and jumped in a lake – showing that amazing things happen when you get out there.

Funny, slightly odd characters relay the fantastical stories of what happened to them when they actually got lost, crawled under a rock or took a hike.