Stay Home Year
COVID-19 Response Integrated Campaign
Target, St. John's, NL
Creative Director: Jason Hill Group Creative Director: Dave Sullivan Copywriter: Dave Sullivan, Jordan Finlayson Art Director: Ryan Strickland, Jason Hill, Amanda Blackwood Designer: Luisa Bojaca Agency Planner: Noel O'Dea Client Service Director: Catherine Kelly Account Director: Ernie Brake Account Manager: Allison Daley Producer: Vivian Tulk Digit Design Director: Ryan Strickland Digital Designer: Laura Douglas Developer: Tim Carew
In Newfoundland and Labrador, home is much more than a place where you grow up. It's a feeling. So much so, that residents have a longstanding annual tradition called 'Come Home Year', where expats are encouraged to return home for summer festivities. It dates all the way back to 1966. Knowing this, we decided to flip Come Home Year on its head. We launched 'Stay Home Year', a fully integrated campaign that asks Newfoundlanders and Labradorians to consider vacationing at home during COVID.