Securing a place in the future for Canada’s Arctic.
We love adventure. We also have a special affinity for Canada’s north. In an ongoing, long-term project we have created a body of work that highlights recreation, conservation and the importance of this part of the world to the broader public.
Over four years we have collaborated with a variety of partners to produce a series of content and campaigns around the north, its landscape and its cultures, that appeal to the already converted as well as the uninitiated.
Partners have included outdoor clothing, gear and athletic brands (Patagonia, Arc’teryx, Best Made Co., Zeal Optics, Base Camp X, Contact Voyaging Company and Vega), tourism bodies (Destination Canada, Yukon Tourism, Northwest Territories Tourism, Tourism Nunavut and Destination Deline), travel and tour operators (Adventure Canada, Quark Expeditions, Canoe North Adventures, Kasba Lake Lodge, Mackenzie Mountain Outfitters, North-Wright Airways and Gana River Outfitters) as well as media partners (Mountain Life Media, Flyfish Journal) and catalogue distribution.
The content produced has been leveraged in integrated media campaigns by our partners in the US and Canada, including everything from print to broadcast TV to film festivals to social media takeovers. It continues to create a pride in place and a sense of real curiosity about the north, positioning it as a destination not only for seeing wildlife, but also for adventure, cultural diversity and deep history. We’re proud to say that the work helped our partners grow operations and revenue, win a Frozen Globe, NWT Operator of the Year and various advertising awards. Jason van Bruggen’s images won PDN’s Outdoor Photograph of the Year contest in 2015 and the video we created won a Communication Arts Award of Excellence. Interest and engagement continues to grow as stories and assets are brought to life in the coming two years. We’ve just seen the tip of the iceberg thus far.