LOVE . ALBERTA . FORESTS

CLIENT | ALBERTA FOREST PRODUCTS ASSOCIATION

SERVICE | BRANDING + DESIGN + AWARENESS CAMPAIGN

YEAR | 2019-2021

AWARDS | 2020 Applied Arts Award - Young Blood Promotional Design Series + 2020 ACE DISTINCTION AWARD - aDVERTISING cAMPAIGN + 2021 ACE AWARD - best in show + 2021 ACE AWARD - innovation + 2021 ACE AWARD - Not-For-Profit Campaign + 2021 ACE AWARD - Not-For-Profit Innovative Use of Technology + 2021 ACE AWARD - Not-For-Profit microsite

Working with the team at Berlin Communications, AFPA is a project that I was able to be a part of from concept to completion. After the creation of a full brand, we used videos as the prime medium to deliver a message focusing on Albertans' love for forests, creating a timeless story that anyone can connect with. Tonally, the campaign is also reflective of a lasting love story and indicative of the relationships many Albertans (and Canadians) have with our forests. In order to raise awareness around forest sustainability, it showcases the forests surrounding us in the province of Alberta, bringing them to the forefront on our computer screens, our televisions, and right in the city. An additional component of the campaign was a travelling event/tradeshow booth that allowed us to further build the brand out on swag pieces to give away at events. Photography and videography for this project was done by Cooper and O'Hara. 

Year 2 of this campaign had to have the same feeling and tone, but be updated in a way that added a new layer of intrigue. Using that overarching idea of the forest and how it surrounds us living in Alberta, bringing the audience to the forest and showcasing all the magic that is there. We took it one step further and integrated the copy into the forest imagery, really getting people to feel like they are there and being drawn into the forest even if it’s through their technology.

For this second year of the campaign we also needed to adapt to a world without events or gatherings as the first year of this campaign focused on a trade show tour, we ended up creating a virtual tour to bring Alberta’s brilliant forests right into the homes of all Albertans (and anyone else on the web). And who better to be the tour guide but the one and only Nathan Fillion. We worked with Cooper and O'Hara for the video component and Overhaul Media on the development of the site and virtual tour. Check out the virtual tour here.