MEC - ‘Good Times Outside’ brand campaign

MEC is a beloved brand in Canada's western provinces, but unaided awareness was still relatively low in Ontario and Quebec. Wanting to bolster their reputation in these key areas of potential growth, MEC hired me to direct a campaign that increased their brand awareness, specifically amongst the 25-35 eastern Canadian urban sector.

Good Times Outside focused on the fun parts of outdoor activity and decidedly de-emphasized the more challenging moments that might alienate the average diverse urban Canadian.

The bilingual campaign included TSAs, digital billboards, newspaper and magazine ads, subway ads, BIXI bike ads, digital ads, a landing page, a Facebook Canvas ad, a hashtag campaign, and video ads in Union Station.

As a contractor I spearheaded the creative development, working with MEC's internal creative team (writers, designers, developers, videographers, creative director and marketing managers), an external agency and various freelancers.

Role: Concept, Art Direction, Branding, Design