Northeastern Ontario is a special place. However, while it is a region rich with history and natural beauty, it is not a region rich with budget. We needed to find a way to help North Bay, Sudbury and Timmins stand out against other family destinations with more well-known attractions and much bigger budgets.
Playing off the rich traditions and folklore of both the native peoples and the European traders who first discovered the region, we showed how even the most mundane activities take on a more legendary feel when you are in the North.
Using utilitarian items like bus shelters we subtly reminded people that not too far away there was real natural beauty waiting for them.