Cannes Lions

CANADIAN TOURISM

DDB CANADA/VANCOUVER, Vancouver / CANADIAN TIRE / 2009

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Overview

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Overview

Description

Most countries like to promote themselves with huge cinematic commercials that show glorified images of beautifully retouched landscapes with happy smiling models. These commercials usually contain contrived experiences manipulated beyond reality using the latest retouching software.

Our idea was to do the exact opposite. We wanted to tease people with short clips showing the multitude of exciting experiences they could expect to witness on a trip to Canada. Turning to the Internet we found authentic experiences captured by travelers, which were then carefully edited to maximize their raw emotion. These un-manipulated clips leave the viewer with a sense that every trip to Canada contains a host of unexpected things to explore.

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