“It’s a Little Bit Metal”
It's a gnarly challenge to promote somewhere that hits 40 below as a vacation destination. But we rose to it. We embraced the intensity as an adventurous virtue but also reminded folk that, with the breadth of activities to enjoy, it's really only hardcore-ish…in the Yukon. Or, as we like to say...a little bit metal.
So, we had to dial things up to 11...and write and record a metal song. Obviously. And then, of course, film a music video on a frozen lake. All in a bid to answer the above challenge, cut through the snoozefest tourism ads often are, and deliver work that's as truly different as the Yukon itself is.
Role: Group Creative Director
Agency: Cossette
Creatives: Crystal Lee & Steve Whittingham
Director/Production: GBP
