Skier smiling
Skier smiling
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Client
Destination Canada
Category
Campaign

Adding some depth to skiers’ bucket lists

For many North American skiers, a dream ski vacation conjures images of Japan’s exotic powder or the Alps’s legendary culture. Choosing Canada’s world-class offering, for some reason, seemed like settling for less. Our winter ski campaign set out to put Canada’s ski experience at the top of bucket lists everywhere, at home and abroad.

Case study
Skier skiing deep powder
Destination Canada Video Poster Frame with Our Winter is Deeper

We harnessed the true nature of Canada’s ski experience, from its welcoming locals and charming mountain towns to the absolutely mind blowing snow and landscapes, delivered with a humble confidence that’s unquestionably Canadian.

Iconic Whistler views and skier
Instagram carousel mockup

Bold headlines that our team affectionately referred to as “humblebrags” captured the inviting tone of Canada’s quietly badass locals. The approach gave an authentic voice to the campaign and it’s simple structure allowed us to develop a deep library of headlines for a wide range of executions.

Campaign web banners
Cheerful skier
Skier skiing deep powder

Our ski-specific campaign leveraged the visual elements and art direction established by Destination Canada’s “For Glowing Hearts.” Photography was central to our campaign. We chose inspirational imagery photography that spoke directly to skiers and captured the unmatched nature, deep snow and welcoming communities of Canada’s ski resorts.

Whistler Village at dusk
Instagram carousel mockup
Instagram carousel mockup