An award-winning campaign that makes it easy to do the right thing
With increasing interest in outdoor recreation and travel in British Columbia’s notoriously beautiful Sea to Sky region putting strain on the environment, communities, infrastructure, residents and the guest experience, Destination British Columbia asked for our help in crafting a campaign to encourage mindfulness and responsibility. Knowing the unique challenges inherent to personal responsibility advertising, we were thrilled for the opportunity to put our creative team to the test.
Messaging that breaks through
Rather than dance delicately around the critical issues at hand, our team chose to address them head-on, with clever, thought-provoking headlines paired with an unforgettable tagline that speaks to our core audience’s genuine love for the region. The result was a catalog of messaging that didn’t pull punches, while avoiding the sort of sanctimonious scolding that’s so often a part of responsibility advertising.
A collaborative approach
Successfully tackling an issue as complex and nuanced as overtourism requires the input (and ultimately, buy-in) of all stakeholders involved. To accomplish this, we worked collaboratively with the Sea-to-Sky Destination Management Council, as well as local Indigenous communities, to ensure that residents and other community partners had an opportunity to voice their perspectives, express their concerns, and bring their expertise to the table.
Designed for impact
By pairing bold, beautiful landscape shots with UGC content of destructive behaviors, we provided our audience a lasting reminder of why we all love the Sea to Sky, while also delivering a clear and unmistakable message about the consequences of loving it to death.
A toolkit designed for ease-of-use
To help ensure the ongoing success of the campaign, and support our client once our job was complete, we designed a clear, concise toolkit that detailed the all of the specific creative elements, making it easy for them to continue rolling out executions for the duration of the campaign.
Awards are nice. So are the results.
Sure, we’re proud that Don’t Love it to Death received the Sustainability Excellence Award at the 2025 BC Tourism Industry Awards. But we’re even prouder that it garnered the sort of results needed to help steward a region that’s beloved by so many, including all of us at Origin.
