Kid Approved

Client: Destination BC
Date: 2016-09-01
Services: Creative Direction, Art Direction and Strategy

Kid Approved

When Destination BC unveiled their new corporate strategy in 2014, it included a plan to provide communities with new approaches to cooperative marketing. Tourism Surrey, Tourism Delta and Tourism White Rock joined forces and were given funding for a campaign that would encourage both residents and visitors of Metro Vancouver to incorporate Surrey, Delta and White Rock into their day-trip and overnight stay plans, and to explore the quantity (and quality) of kid-friendly product in the three communities combined.

The result was Kid Approved – a digital campaign that used shareable content to drive parents to an easy-to-use online directory. In addition to the overall brand and concept, we created a series of five videos using real kids from Surrey, Delta and White Rock, an animated how-to video for participating businesses, a partner e-book, and campaign guidelines.

Art Director: Christopher Bradford
Copywriter: Katie-Rose Petley
Planner: Jane Stark
Social: Patio Social
Production / Video: Snackeye

The Brand

The Online Directory

Viral Content

Creative Direction