In Canada, vacation time is a luxury. With an average of only 10 paid vacation days per year—one of the lowest worldwide—workers face constant pressure to maximize their limited time off. Strongbow, the world’s #1 cider, saw an opportunity to step in, not just as a brand of refreshment but as a brand that actively enables relaxation. Instead of investing all of the marketing spend into traditional ads, Strongbow decided to dedicate a portion of their budget to paying for Canadians’ vacations. The goal was to position Strongbow as the ultimate companion for stress-free moments while generating high engagement through a campaign that people could truly experience, not just watch. The target audience was working Canadian millennials, particularly those in urban centres, who feel the strain of limited time off and seek easy, effortless ways to unwind.
Publicis Toronto
Role:
Art Director, Designer
