Nobody knows Canada like Canadians. And so, the Canadian Tourism Commission (CTC) and Tribal DDB Vancouver launched the 35 Million Directors project, which challenged 35 millions Canadians to capture their country on film.
During the five-week contest, they received more than 8,000 entries. Prizes of photo gear and travel packages were awarded for the best entries, viewers’ choice and a random draw.
“No one knows better than Canadians how to show off this country,” said Greg Klassen, CTC senior vice-president of Marketing Strategy and Communications. “That authentic perspective provided us with the fresh and personal glimpse of the Canada we were looking for, one that comes from our roots and is real.”
Why I’m Curious
Crowdsourcing is certainly nothing new. But when it comes to national pride, the result is great. This project was called 35 million directors and called upon the entire country to participate. In total there were 8,206 entries, which comes out to about a 0.02% participation rate. This may seem small, but it’s actually a pretty big number when you think about the effort of submitting a video and the relatively small incentive (and obviously the fact that ‘engaging’ an entire country is quite an ambitious idea).
The end product is an authentic, exciting piece of video that does a great job of promoting Canada. So while 0.02% may not seem like a lot, quality over quantity prevails.
Explore the campaign – and more of Canada – here.