Campaign Name:

This is Canada

Team:

David Trusca - Art Director/Strategist
Dani Perez - Art Director/Designer
Hiu In Tsang - Designer
Aryan Jolly - Designer/Web Designer

Objective/Explanation:

For this project, we were given a brief by Petro-Canada to create something with ice (their best-seller) that's culturally relevant and keeps Petro-Canada top of mind. They specifically wanted something that generates earned-centric media.

Our idea was simple for this: we wanted to make a campaign with ice sculptures, an important Canadian art, crafted into Canadian symbols. Each province and two territories would get custom ice sculptures at Petro-Canada locations in key locations crafted into important symbols to them.

The idea also included a social media campaign, a custom, archival website, museum-style posters, and province-specific ice merchandiser decals.