Just one small step.

VISIT CANADA MARKETING CAMPAIGN

Slogan: Just one small step.

(The “Just one small step” marketing campaign is targeted at the people of the USA. It is meant to symbolise the simplicity and ease of travelling to Canada from the USA.)

To our neighbours to the South. The United States of America, we say hello. Let’s get rid of our differences and enjoy what brings us together. Flood your Instagram and make your friends jealous with our carefully designed list of things to do whilst you’re here.

Number 1. You guys have Yosemite? We have the Canadian Rockies. Let’s face it; it doesn’t take much to enjoy a good view. That is why Canada is the destination for you, hundreds of mountains, viewpoints and glaciers cover our beautiful country waiting for you to explore.

Number 2. Who doesn’t like to unwind a little bit on holiday? Come enjoy our recreational marijuana centres and come smoke a blunt. Partnering with Canna Tours, let us take you on the wildest adventures throughout Canada, why not be a little out of it as well.

Finally Number 3. Spend hours staring at the starry, clear night sky and catch a glimpse of the Northern Lights. The best chances to spot this international wonder is in Winter but they show themselves year round. Aurora Tours showcases their 5 star lodge and spas with tours bringing you and your family to 3 different locations in their Northern Lights tours.

Aurora Borealis Canada Yukon Tour 2

Canberra Bus Stop

A brand can leverage itself of an association with the Canberra bus stop for multiple reasons. The Canberra bus stop is very iconic to Canberran’s and to people who may have visited the nation’s capital, thus showing a sentimental connection with people. If a brand is able to captivate an audience through design or emotions, they have an advantage over brands on creating a success product/service. People are often emotional in their purchases, which makes them highly irrational. For example, if someone was travelling interstate and saw a T shirt with an object from their hometown, it would usually be met with a reaction. Secondly, these bus stops have a unique design, that has been used for different artistic purposes, including art competitions, mugs, and T-Shirts. The usage of the creative design of the Canberra bus stop can allow for the associated brand to gain exposure as people will appreciate their artistic uniqueness. The danger however, with creating an association with the bus stops in Canberra is the limits that get placed on the brand. No longer can they really be relatable to anyone but someone from Canberra. The brand no longer makes much sense without the context.

Storyboard – Lego

Opening Scene
Vape Industries – using the image of a vape as the letter “I”. Vape Industries pushes the use of vapes and e-ciggarettes as a healthier option to smoking. Their tagline “Changing Perception” portrays their motive of improving the lives of current smokers whilst creating a friendlier reputation around vape culture.

Scene 1
Two mates sit around a campfire, one holding a vape (left) and one smoking a cigarette (right). The motorbike helmets symbolise their reckless sense of youth. The vape-ing man says to the smoking man “You know those cigarettes will kill you one day, right?”. The smoking man chuckles and says jokingly “Yeah, but you know they won’t kill me”.
Scene 2
Hospital Scene (60 years later) – The vape-ing man (left) walks in to visit his smoker friend (right) on his deathbed. The vape-ing man still looks youthful and has his head of hair, whilst the smoker has lost his hair due to cancer treatment. They spend their last few moments together and lament their time together. The vape-ing man asks his friend “Remember what you said all those years ago?” The smoking man says somberly “ Yeah I guess all those cigarettes finally caught up to me”.