The Brief:
At the height of a global pandemic, create a campaign to promote tourism in Saskatoon. In the winter.
Solution:
Even on a regular year, Saskatoon isn’t top of mind for a winter vacation spot. When international (and even provincial) travel was at a standstill, we had to get creative. We knew that people who frequent other winter hotspots like to make fun of people who are crazy enough to spend the winters in Saskatoon. The slogan “They make fun. We have it.” was developed to encourage people to get outdoors and enjoy winter in their own city. There may not be mountains, but we know how to have fun anyways.
We gave the design a retro-ski look with a badge icon and puffy coat textures. The photography was intentionally unglamourous - there’s nothing more authentic than a face full of snow or a snot-cicle.
Ad were placed around the city (digital billboards, transit shelters, bus graphics) as well as social media channels.
My Roles:
creative direction, art direction, design
Other Credits:
Tim Neal (The Engagement Party) - creative direction, copywriting
Calvin Xiao - brand strategy
Jess Reimer - copywriting, content strategy
Chris Hendrickson - photography