Canada: 35 Million Directors

This case study explains how the Canadian Tourism Commission (CTC) crowdsourced video material in order to create a social film that invited people around the world to explore Canada.

Canada: 35 Million Directors

Michelle Kitchen and Natalie Godfrey

Campaign details

Brand owner: Canadian Tourism CommissionAgency: DDB Canada and Tribal WorldwideBrand: Canada

Executive summary

This case study shows how the Canadian Tourism Commission (CTC) created the '35 Million Directors' campaign to promote tourism, by turning everyday Canadians into film directors. The result was a stunning two-minute video invitation to the world to explore Canada, created by Canadians themselves, which went viral on a global level.

The CTC, whose job it is to promote travel both within as well as to Canada, faced a significant problem;...

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