WILL's new campaign for Destination Vancouver
Enticing Californians to Find their Refresh
November 29, 2024
The new multimedia campaign delivered by Vancouver, BC's WILL, aims to help Destination Vancouver get Californians to come up north to find real refreshment this winter. The campaign is centred on all the ways that the city encourages the pursuit of well-being and brings this to life through a journey that starts with the proximity to water and extends to every facet of the city embraced by nature.
“Whether it’s a bike ride along the seawall, sipping on some cocktails, or taking in the views after a hike on one of our local mountains, Vancouver offers a feeling of invigoration and refreshment in so many ways. Bringing that range of sensations to life was a key focus for this campaign.”
Lisa Lebedovich, ECD at WILL
With the goal of setting Vancouver apart from other travel destinations, the work leans into different interpretations of "refreshing", all against the backdrop of the city's closeness to nature. From taking in the sights at Granville Island to braving the cold with an exhilarating plunge in Deep Cove, the experiences shown in the campaign are all unique examples of finding your refresh.
“Vancouver’s nature is deeply, and consciously, intertwined with urban spaces, lifestyles and attractions. As our visitors move throughout this place, they experience the ways our surroundings can replenish and rejuvenate in the midst of modern city life.”
Stefan Hawes, VP Global Marketing, with Destination Vancouver
The campaign launch includes online video, out-of-home, digital, and social media placements, as well as an experiential activation at LA's Crypto.com Arena, which includes a multi-sensory journey into an infinite Vancouver rainforest. The videos feature original music in collaboration with local Vancouver musicians Kurt the Violinist, Shelailai and Yu Su. The 14-week campaign runs across Los Angeles and San Francisco.
ABOUT WILL
WILL is a creative agency that focuses on the development and amplification of brands through a strong strategic sense of purpose and emotional connection. Launched in October 2014, WILL employs 36 full-time staff, and works across most major industries. Clients include: London Drugs, WCLC, Destination Vancouver, Mill Street Brewery, Stanley Park Brewing, BC Ferries, Canadian Paralympic Committee, Banff Lake Louise Tourism, Lush Cosmetics, Petcurean, Royal Roads University, Canada Games Council, Trail Appliances, Doctors Manitoba, Ocean Wise, Teck Resources, Winegrowers of BC, and SAIT.
W. hiwill.ca | IG. @willcreativeinc | Vimeo. @hiwill
ABOUT DESTINATION VANCOUVER
Destination Vancouver is the non-profit, member-led destination management organization for the spectacular city of Vancouver, BC. Our purpose is to transform our communities and our visitors through the power of travel and to be thoughtful leaders, advocates and ambassadors for our city. We work with our 800+ members and our partners in Vancouver's visitor economy to develop compelling experiences and offerings for our visitors and to promote Vancouver in key Canadian, US, and international markets. The responsibility to build a sustainable and resilient visitor economy is the foundation of everything we do.
CREDITS
Agency: WILL
Media Company: Havas x Noise
CREATIVE & PRODUCTION
Exec Creative Director: Lisa Lebedovich
Associate Creative Director/Copywriter: Luke Devlin
Creative Director: Danielle Haythorne (Copywriter)
Associate Creative Director: Briony Crane (Art Director)
Art Director: Melissa Fraser
Studio Artist: Will Erickson
Design Support: Melissa FraserCelina Zhong
Agency Producers: Shannon Cherry, Brie Puffer, Sarah Collins
ACCOUNT TEAM
Strategist: Ally Speirs
Brand Director: Robin Hall
CLIENTS
President & CEO: Royce Chwin
VP, Global Marketing: Stefan Hawes
Director, Brand & Marketing: Candice Gibson
Consumer Marketing Manager: Samantha Clark
Consumer Marketing Manager: Zoe Robinson
PARTNERS
Video Production: Sparks Productions
Director / DP / Photographer: Sean Thonson
Executive Producer: Andy Crosbie
Line Producer: Rita Le Roux
Post Production Facility: Outsider Editorial
Post Production Producer: Kayan Choi
Editor: Calum Moore
Assistant Editor: Riangelo Melaria
Finishing Facility: Alter Ego Post
Finishing Producer: Mariya Guzova
Colourist: Wade Odlum
Colour Assistant: Daniel Saavedra
Head of VFX: Darren Achim
Audio House & Music: SNDWRx
Founder & Creative Director at SNDWRx: Didier Tovel
Casting Agency: Vancouver Casting
Great refreshing advertising campaign! Packing our bags as we type!
