Brief:
Canada wanted to show that it is more than a travel destination, and that a visit to the country can be a transformational experience for the more than 6 million European travellers who were considering it as a destination.
Solution:
To show the transformational power of travel, TCO went beyond just making a series of films for Destination Canada to staging and producing art, performances and fashion collections inspired by destinations across Canada.
In addition to the films, TCO worked with our network of makers and creatives to produce a stand-up comedy routine, a waterfront street art mural, a live music performance with East Coast Canadian music royalty, a jacket capsule collection, a travel podcast, four foraging recipes – and more.
- UK Radio DJ Clara Amfo recorded a music and travel podcast travelling through British Columbia
- Swiss Pop Star Stefanie Heinzmann performed with Canadian Folk Star Heather Rankin in Cape Breton
- French Top Chef Finalist Victor Mercier created new recipes inspired by the terroirs of Atlantic Canada and Ontario
- UK YouTube Chef Katie Pix foraged and fished while learning new recipes in Ontario’s Algonquin Park
- German YouTuber Felix von der Laden made a series of films inspired by Ontario
- UK Stylist Nigel Ruwende designed a jacket inspired by Toronto
- German Comedian Till Reiners performed a stand-up set Inspired by British Columbia
- UK Street Art Pioneer Remi Rough painted a mural inspired by Nova Scotia
Select Results:
- 3 languages: English, French, German
- 8 makers
- 10 hero films
- 40 pieces of video content (in three languages)
- 26M+ video views
