When research showed that locals and their French brethren to the east don't have the province on their radar when it comes to travel because they're already familiar with it, the Ontario Tourism Marketing Partnership Corporation (OTMPC) decided to present Ontario in a whole new light.
They presented the province in all its glory, but completely unbranded. The voiceover, juxtaposed over images of wide ranging terrain and diverse cultures posed the riddle: Where am I? To up the ante, the spot FCB Toronto left the spots unbranded for the first ten days, making sure not to include familiar landscapes or attractions. So CN tower or hockey arenas or Tim Hortons. What?
Anyway, this led to thousands of curious Canadians going to the website Where Am I where they were then given daily clues to help answer the riddle. Once the teaser phase ended, the reveal phase culminated with a Cineplex cinema take-over across Ontario on the Canada Day long-weekend. The ads were then tagged with ontariotravel.net or ontariotravel.net/decouvrir. If you go to Where Am I now, you'll find it also redirects to Travel Ontario's landing page.
The voice over in the spot is by Canadian actor Rossif Sutherland and directed Andrew Cividino with music by Ontario indie band Bruce Peninsula. And if you're curious, Where Am I? was shot at the following locations: Niagara region, Hamilton, Orangeville, Prince Edward County, Picton, Ottawa, Eganville, Muskoka, Toronto, Thunder Bay, Sault Ste. Marie, Huntsville, Lake Superior’s North Shore, Lake Superior Provincial Park, Dorion, Sleeping Giant Provincial Park, and Northwest Ontario.
Client: OTMPC
Agency: FCB Toronto
CEO: Tyler Turnbull, CEO
Chief Creative Officer: Jon Flannery, CCO
Creative Director: Jeff Hilts, VP, Group Creative Director
Nancy Crimi-\Lamanna, VP, Group Creative Director
Art Director: Jeff Hilts, VP, Group Creative Director
Rob Dean, Senior Art Director
Cody Sabatine, Art Director
Writer: Nancy Crimi-\Lamanna, VP, Group Creative Director
Dave Delibato, Senior Copywriter
Joseph Vernuccio, Copywriter
Account Team: Sunil Sekhar, VP, Management Director
Sarah Banks, VP, Business Director
Violet Karbalaei, Account Supervisor
Skye Gandy, Account Coordinator
Agency Producer: Rea Kelly,
Producer: Sumit Ajwani, Producer
Project Manager: Kinga Karadi, VP, Operations
Michelle Simpson, Senior Project Manager
Emily Watkin, Project Coordinator
Carly Roy, Project Coordinator
Planner: Shelley Brown, VP, Chief Strategy Officer
Heather Segal, VP, Planning Director
Anastasia Tubanos, Senior Strategist
Kristy Pleckaitis, Lead User Experience
Shelagh Hartford, Digital Strategist
Jorge Vasconez, Agency Videographer/Editor
Rob MacLean, VP, Director of Communications
Production Credits
Production Company: OPC
Executive Producer: Liz Dussault, Harland Weiss
Line Producer: Karen Harnisch, Marc Swenker
Director: Andrew Cividino,
DOP: James Klopko
Editing House: Rooster Post Production
Executive Producer: Yumi Suyama
Editor: Marc Langley
Assistant Editor: Eric Dubois
Transfer Facility: Alter Ego
Colourist: Eric Whipp
Online Facility: Fort York VFX
Online Artist: Ernie Mordak
Online Assistant: Melissa Vasiliev
Music House: Silent Joe
Music Track Director: Jody Colero
Exec Producer: Jane Heath
Composer: Bruce Peninsula arranged by Todor Kobakov
Engineer: Vlad Nikolic
Sound Design: Vlad Nikolic
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