the british columbia effect

DESTINATION BRITISH COLUMBIA | DIGITAL CAMPAIGN

DBC wanted to attract short-haul travellers from California and Washington. The problem was, their wilderness already looked a lot like ours. So we tapped into the popularity of wellness tourism to prove that BC’s nature was different from any other place on earth.

According to science, a few days in nature can affect your mind & body in measurable ways, improving cognitive function, creativity, and lowering stress. We decided to test this theory in BC’s vast, untouched wilderness with two Californian chefs. As stars of Bravo TV’s Top Chef, Brooke and Casey were the perfect subjects;  not only could their hectic lives benefit from a break, they were also part of our target group, offering an insider’s perspective on just how different BC was from home.

WEBBY NOMINEE

We also published our findings in a series of publications like Outside Magazine, and released a teaser series of sensory, ASMR videos to encourage viewers to discover the BC Effect.