As part of H-E-B’s ongoing “Our Texas, Our Future” sustainability commitment, H-E-B is proud to partner with Texas State Parks to conserve and protect miles of Texas public land, while also encouraging more Texans to enjoy our parks. With 76 state parks, Texas has a lot to offer, but Texans’ lack in experience and preconceived notion that Texas parks are not worth their time kept a lot of people from visiting – even if the parks are in their backyard.
For this spot, we wanted to show how H-E-B’s responsibility to take care of Texas extends beyond their own aisles – to the miles and miles of Texas land. We used a visual device to talk about H-E-B’s sustainability commitment in a way that only they could – match-cutting between an aisle in the store to similar looking vanishing points out in nature. For this campaign, we traveled to five Texas State Parks across the state – Caddo Lake, Inks Lake, Longhorn Caverns, Palo Duro Canyon, and Sea Rim – to capture the diversity of scenery and types of activities at Texas Parks. It resulted in a stunning spot celebrating the beauty of Texas. To top it all off, we worked with Austin-based band Shakey Graves to create a cover of the Texan classic “Miles and Miles of Texas”.
We partnered with production company Revival Film and director Luis Peña on the project. Recess Editorial handled the post-production, with Jason Payne as the editor.