This Alberta-wide campaign was done in two phases, bolstering awareness and excitement with a ‘coming soon’ OOH media blitz, and a multichannel digital campaign driving ticket sales and conversions throughout the exhibition’s 5-month run.

Creative Direction
The creative direction was driven by contrast and transformation, much like the artwork itself, using a minimalist black background to isolate and elevate pieces of plastic into striking, gallery-like compositions. Carefully arranged bold color gradients and recognizable forms, such as ocean waves, allow the materials to create an initial sense of beauty that contrasts with their underlying message of pollution. The balance between order and chaos reflects the tension between human control and environmental damage, while clean, understated typography ensures clarity and credibility without competing with the visuals. The campaign was designed to be both eye-catching from a distance and thought-provoking up close, with the work maintaining its impact across formats, from large-scale billboards to quick-hit social videos.

Campaign Artwork Production
The integrated campaign included print and digital advertising across paid, owned and earned media, email marketing, OOH billboards, transit activations, on-park signage and partner marketing initiatives with Tourism Calgary, YYC International Airport and Calgary Attractions.

Campaign performance was exceptionally strong throughout its run dates, achieving an overall 76.5x ROAS (return on advertising spend). The campaign drove more than $11.5 million in revenue and 300,000+ ticket sales.