Newfounland & Labrador - RESIDENT WINTER CAMPAIGN 2020

The brief here was to create a new winter tourism campaign using 10 year old existing footage and an extremely modest budget. We used what budget we had to shoot some new intros. This allowed us to create an actual campaign grounded in a real strategic insight, as opposed to a bunch of commercials with just a new VO over some old footage. The insight was that you can choose to have a truly miserable winter, or you can choose to have an exciting fun filled winter - it’s entirely up to you. This campaign isn’t being shown here as an example of amazing creative, but more to show how we got something decent out of nothing. The campaign could very easily have been a totally forgettable skiing montage from start to finish.