Canada: 35 Million Directors

Michelle Kitchen and Natalie Godfrey

Campaign details

Brand owner: Canadian Tourism Commission
Agency: DDB Canada and Tribal Worldwide
Brand: 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; domestic travel within Canada was on the decline. Not only were domestic revenues at risk, however, but with fewer Canadians travelling generally there were less people spreading the word around the world about what an amazing place Canada is to visit.