3. Initial Thoughts
We are selling to creatives.
Being overly cautious and restrained would be a
mistake. While we want the content to shine, we
do not want be conceptually flat.
4. Initial Thoughts
We are selling to two audiences.
We are selling to consumers and producers. We
need to convince one audience we have
everything they need, while convincing the other
that we need more content. A delicate balance.
13. Campaign Concepts
2) Canada: Restocked
A simple declaration that Getty wants to
increase itâs Canadian content. That the story of
Canada is being constantly written, is never
complete, and takes many voices to be told.
14. Concept 2: Canada: Restocked
We see glowing shapes, speeding past the camera, like rain Cut to a close shot of pulsating, glowing cubes coming to rest
We cut to a top view, seeing an image come materialize The complete shot, and call to action
15. Campaign Concepts
3) An interview with a nation
We personify Canada, and interview it. Canada
candidly explains to us that people donât quite
understand it, and it wants the realize story told.
We realize that Canadaâs story is our own.
16. Concept 3: An interview with a nation
âIâm not always cold... I mean I can be, but I can be warm too. And sure, I love
nature, but Iâm not a fan of the bugs. In fact some days I just want to stay in
and do nothing.â
17. Concept 3: An interview with a nation
âIf people took a second
they might find out Iâm
not exactly who they
thought I was... I suppose
thatâs true of anyone.â
The true north, strong and
royalty-free.