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  1. 1. “This is Canada” Campaign Initial Thoughts
  2. 2. Initial Thoughts We are selling to creatives. Being overly cautious and restrained would be a mistake. While we want the content to shine, we do not want be conceptually flat.
  3. 3. Initial Thoughts We are selling to two audiences. We are selling to consumers and producers. We need to convince one audience we have everything they need, while convincing the other that we need more content. A delicate balance.
  4. 4. Initial Thoughts We are battling clichés. Canadians are weary of the clichés we’ve put forth, and have allowed outsiders to identify us by. Nostalgia can become kitsch very quickly.
  5. 5. “This is Canada” Campaign Campaign Headlines
  6. 6. Campaign Headlines The True North Strong and Royalty-Free. And rights managed, too, of course.
  7. 7. Campaign Headlines Canada: Restocked
  8. 8. “This is Canada” Campaign Campaign Concepts
  9. 9. Campaign Concepts 1) This is Not Canada We do two things: take the clichés we’ve all grown weary of and disown them; show images that are obviously not Canada. This becomes an exercise in identity-forging.
  10. 10. Concept 1: This is Not Canada Honest dialogue about the search for identity, and an invitation to help define ourselves.
  11. 11. Concept 1: This is Not Canada A reversal of expectations
  12. 12. Campaign Concepts 2) Canada: Restocked A simple declaration that Getty wants to increase it’s Canadian content. That the story of Canada is being constantly written, is never complete, and takes many voices to be told.
  13. 13. Concept 2: Canada: Restocked We see glowing shapes, speeding past the camera, like rain Cut to a close shot of pulsating, glowing cubes coming to rest We cut to a top view, seeing an image come materialize The complete shot, and call to action
  14. 14. Campaign Concepts 3) An interview with a nation We personify Canada, and interview it. Canada candidly explains to us that people don’t quite understand it, and it wants the realize story told. We realize that Canada’s story is our own.
  15. 15. Concept 3: An interview with a nation “I’m not always cold... I mean I can be, but I can be warm too. And sure, I love nature, but I’m not a fan of the bugs. In fact some days I just want to stay in and do nothing.”
  16. 16. Concept 3: An interview with a nation “If people took a second they might find out I’m not exactly who they thought I was... I suppose that’s true of anyone.” The true north, strong and royalty-free.