Who: Travel Yukon with Cossette for creative, strategy and media; Cossette/Aasman Brand Communications and GBP Creative with Wallop Film and Bullen Brothers Films for production; song composed by Johnny de Farias, with Mob Machine; and Flip 78 for audio.
What: “The Yukon: It's a Little Bit Metal,” a campaign inspired by the cultural term “being metal” that aims to reframe the perception of the Yukon winter: it may be rugged and remote, but you only need to be a little bit metal to enjoy the season up there.
When & Where: The campaign launched with a full track on Spotify, as well as a three-minute plus spoof music video on digital (YouTube), and a 30-second TV spot that will air during the Juno Awards, plus paid and organic social that will run until the end of March, with an emphasis on BC, Alberta and Ontario.
Why: Yukon in the winter is perceived as a place where there’s not a lot to do and it's reserved for hardcore survivalists brave enough to endure freezing cold temperatures. Travel Yukon wants to flip that perception on its head by admitting that the Yukon is in fact hard core, but in a way that tourists can enjoy.
In the caption for the music video, the brand writes “It's a one-of-a-kind trip that attracts a certain type of traveler. One who looks for a holiday that's beyond the typical. Something different. Something adventurous. Something...a little bit 'Metal', as they say.”
How: The music video features a metal band (four local musicians: Colin Prentice, Bria Rose, Mponda Kalunga and Clark Skelton) performing at Lake Laberge and Eclipse Nordic Hot Springs. Footage of them rocking out is juxtaposed with clips of tourist activities as the lyrics are sung “Snowshoeing, it's a little bit metal. Dog sledding, it's a little bit metal. Ice fishing, it's a little bit metal.”
At the end, the band enjoys cups of hot chocolate while the northern lights flash by, and they finish their song in front of a large fire. The super reads “Plan your trip today at TravelYukon.com.”
The activities described and depicted, while hard-core in sentiment, are highlighted by modern comforts like quality equipment and leisurely beverages in the hot springs, which tells the viewer that you only need to be a little bit metal to visit the Yukon in winter. The target demographic is 30-65 year olds motivated by recreation and exploration, while the use of metal music is considered cross-generational and inclusive.
According to local newspaper, Whitehorse Star, production costs were in the $60,000 to $65,000 range.
“We didn’t just need to reframe the perception of the Yukon in winter—we wanted a campaign that stood out from conventional tourism ads, breaking away from the slow pans across beautiful vistas,” explained Cossette Vancouver’s associate creative director Michael Pal, in a release. “Leaning into ‘being metal’ gave the team the opportunity to do something bold, playful and completely different for the category.”
And we quote: “You will have to turn this video up to 11,” said Yukon’s Minister of Tourism and Culture John Streicker. “This unique campaign will show Canadians that visiting the Yukon in winter is worth it, because it’s a different world up here, with one-of-a-kind experiences to entertain all manner of travelers looking for a unique adventure.”
