2024
Canada
Client: Travel Alberta
Produced by: Circle Productions
Agency: C&B Advertising
Category: Tourism Products
Entry Type: Promotional Video
Experience the awe-inspiring magic of the northern lights in 'Sky Painter,' a tribute to nature's artistry. Follow an Indigenous artist as he paints the vibrant hues of the aurora borealis across Alberta's dark skies, captivating winter enthusiasts from cross-country skiers to hot tub stargazers. This story celebrates Alberta as 'Canada's Wild Side,' a haven for the bold and adventurous who embrace life's unique experiences.
Our consistent brand strategy aims to raise awareness of Alberta as a tourism spot, highlighting "Canada's Wild Side." Through emotionally-driven creatives like "Sky Painter" and other campaigns, we bring our distinct personality to life. Despite the challenges of our cold climate, our seasonal approach targets winter and shoulder seasons. We focus on compelling narratives around key winter attractions, notably Alberta's northern lights and Dark-Sky Preserves, a top draw for our audience.
We refer to our primarily US audience as Curious Adventurers—those who immerse themselves in the places they travel, leaving time for unplanned encounters and activities that allow them to truly know a destination. Spontaneous and open-minded, they’re fueled by adventure and discovery, knowing organic moments can provide their best experiences. These are the people represented in “Sky Painter.” They’re the ones wandering in the wild and playing in the snow, open to all possibilities.