Tourism Calgary

Celebrating Calgary's friendly fringes.

Looking for a bold new campaign strategy, Tourism Calgary wanted to show an insider's view of the city by leveraging user generated content and showcasing unique and unexpected experiences in the city.

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Graphics were inspired by zines and show posters: hand drawn with an indie energy.

The "Calgary is Out There" platform was born. I pulled from my experiences of the city I grew up in: the underground arts communities, hidden spots and friends and festivals reflected in warm, quirky photography.

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An authentic and accessible subculture on display.

Tourism Calgary eventually went with one of the other directions I built: focus group testing proved "Out There" was too niche. The alternate campaign is rolling out currently. This one, though, is still my favourite.

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Made at Evans Hunt. CD: Crystal Eriksson CP: Jason Holley Copywriter: Anders Svensson

Has 38 house plants and has only killed one this month.
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