“It’s a Little Bit Metal” - Travel Yukon

Role: Creative Director / GCD

💥SPARK
It takes a certain kind of character to want to go somewhere that hits 40 below as a vacation destination.

💡IDEA
Subvert and reframe the presumed downside as a badge of honour. It’s kinda hardcore to go to Yukon in Winter, are you up for it?

💪HUSTLE
What began as a simple social post brief became a fully fledged metal song about the touristy things you can do, co-written with local band, and complete with a music video shot on a frozen lake.

🏆AWARDS
More important than awards, the song became somewhat of an unofficial anthem to local government officials - who we of course sent merch to as a thanks!

Campaign’s 2024 Mighty List
1 x Clio (Bronze)
1 x The One Show (Bronze)
1 x WCCA Coasties (Broadcast over $100k)
1 x Applied Arts

CREDS

Agency: Cossette
Creatives: Crystal Lee & Steve Whittingham
Director/Production: GBP