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;...