The Work
Travel Yukon "The Yukon: It's a Little Bit Metal" by Cossette
Agency : Cossette, Toronto
A campaign inspired by the expression "being metal" that aims to convince tourists that while the Yukon may seem rugged and remote in winter, you only need to be a little bit metal to visit. It's anchored by an original song on Spotify and spoof music video that will air during the Juno Awards.
The music video features a metal band performing at Lake Laberge and Eclipse Nordic Hot Springs. Footage of them rocking out is juxtaposed with clips of tourist activities as the chorus is 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 song can also be found on Spotify.