GORVING CANADA
BRING BACK WILDHOOD
Role / Concept + Art Direction
Client / The Royal Canadian Legion
Agency / Wunderman Thompson, Toronto
Credits / Denise Rossetto, Todd Mackie, Raj Gupta, Lynn Sparrow, John Mastromonaco, Margaret John, Brad Pickard,
Year / 2015
The phenomenon of helicopter parenting was widespread, driven by hyper-sensitivity and paranoia from news and internet articles.
To counter this, GoRVing Canada encouraged parents to rekindle the joyous, unfettered experiences of their own childhoods for their children.
The campaign aimed to inspire parents to 'Bring Back Wildhood,' a term coined specifically for this initiative.
Wildhood represents the unrestrained joy and freedom of experiencing the outdoors without limitations—a simpler time when children could freely explore and be wild in nature.
We created a 60-second television commercial that defined the abstract concept of "Wildhood" through a visceral film experience.
This required the magic of all aspects of filmmaking—audio, voiceover, and casting working in perfect unison.
Once defined, the rallying cry of ‘Bring Back Wildhood’ was echoed across other touchpoints of the campaign
such as radio, in-branch posters, and collateral materials.
THE RESULTS
The campaign and the notion of ‘Wildhood’ resonated effectively with the target audience,
increasing interest and engagement in the RVing lifestyle promoted by GoRVing Canada
The term ‘Wildhood’ began to be commonly used socially
in the context of RV lifestyle and summer outdoor activities that summer
OTHER WORK
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