Copywriter: Katie-Rose Petley
Art Director: Christopher Bradford
Planner: Jane Stark
DOP: Jason Meyers
Social: Patio Social
Kid Approved
When Destination BC unveiled their new corporate strategy in 2014, it included a plan to provide communities with new approaches to cooperative marketing. Tourism Surrey, Tourism Delta and Tourism White Rock joined forces and were given funding for a campaign that would encourage both residents and visitors of Metro Vancouver to incorporate Surrey, Delta and White Rock into their day-trip and overnight stay plans, and to explore the quantity (and quality) of kid-friendly product in the three communities combined. The result was Kid Approved – a digital campaign that used shareable content to drive parents to an easy-to-use online directory. In addition to the overall brand and concept, we created a series of five videos using real kids from Surrey, Delta and White Rock, an animated how-to video for participating businesses, a partner e-book, and campaign guidelines.