2026
Canada
Client: Travel Alberta
Produced by: C&B Advertising
Agency: C&B Advertising
Category: Region Promotion
Entry Type: Video Ad / TV Commercial
“Face Your Wild” is an open invitation to travellers who want to transform themselves when they go on vacation. A call-out to shed your inhibitions and embrace your wild side. Combining energizing mountain adventures with breathtaking settings, rosy cheeks, smiling faces and flying snow, this video shows just how amazing it can be when you fully immerse yourself in the seasons of Alberta, and embrace your wild side in Canada’s Wild Side.
Our brief was simple: help differentiate Alberta from similar destinations and ensure it stands out as a unique Canadian experience. Alberta is a stunning place, but breathtaking landscapes and iconic locations are just one part of its appeal. And let’s face it, lots of destinations are beautiful. To help us stand out we chose to combine the unique attitude of Albertans with the inspiring aesthetics. To celebrate the PEOPLE AND THE PLACE that make up Canada’s Wild Side.
Our target audience are ‘Curious Adventurers’. Built from psychographic, demographic and socioeconomic data, they’re spirited travellers who view travel as a way to get a different perspective on the world. They’re energized by exploring new places and inspired to learn about a destination through landscapes, culture and the people. Spontaneous and openminded, they’re fueled by a sense of adventure and discovery, knowing that organic, unplanned moments often provide the best experiences.