As COVID border restrictions were lifted in spring 2022, Destination Canada wanted an integrated campaign convincing American travelers to make Canada their next destination.
“Refresh Your View” Video Series
Role: Director, Creative Director, Concept
My team leaned into the “Canada Nice” stereotype with a tongue-in-cheek “rude” Canadian campaign prodding travelers to refresh their perspective on our neighbor to the north. I led the creative for a series of videos that ran across connected TV, DOOH and paid social.
“Trade Your Dust For Powder” Burning Man Campaign
Role: Creative Director, Concept
As an extension of the “Refresh Your View” campaign, Canada wanted to drive Americans in warm-weather climates to plan their winter ski vacations in Canada. I devised a concept to directly target 80,000 people in the hottest, driest place available over Labor Day weekend: Burning Man. We created an OOH campaign and snow cone pit stop in the middle of the desert for hot and tired post-Burning Man travelers to step into the cold and get vouchers for Canadian ski resorts.
