Toronto was trying to compete with Chicago and New York as a vacation destination for Americans in the Midwest – and it wasn’t working. So instead of trying to convince people to give Toronto a second look, we made the most far-fetched and absurd tourism video imaginable, and left it hanging for viewers to draw their own conclusions. The videos featured the city’s best tourist attractions and invited everyone to find out what was actually up with Toronto. The city funded the project and enthusiastically approved, but pulled the plug out of fear the day before airing.
BRAND
Tourism Toronto
AGENCY
CP+B
ROLE
Concept
Creative Development
Copywriting
CREATIVES
Executive Creative Director:
Michael Murray
Copywriter:
AJ Musial Rivvers
Art Director:
Tyler Gonerka
PRODUCTION
Sons & Daughters
Director:
David Quinn
POST
Editorial:
Saints
Editor:
Griff Henderson
Post-Producer:
Tasha Litt
Online:
Crush
METLIFE
TELSTRA