After launching a user-generated content campaign in August, the Canadian Tourism Commission has unveiled its first tourism video crafted from Canada’s 35 million “directors.”
The “35 Million Directors” spot, assembled from more than 8,000 submissions, is being presented as an “ode to our country,” according to a statement from DDB Canada, the agency behind the work. Footage was grouped into themes and locales, creating a bit of a narrative from the more than 65 hours of submitted footage.
“We anticipated receiving some great Canadian moments, but we were really surprised by the quantity and the quality of the submissions we received,” said Cosmo Campbell, creative director, DDB Canada. “Technically speaking the vast majority of entries were very well shot, but the quality of the content was outstanding.”
The video debuted Tuesday on Canada AM and its French-language counterpart Salut, Bonjour, and will roll-out in 11 marketers over the next few weeks.