Canadian Parks and Wilderness Society conducts street campaign
The Canadian Parks and Wilderness Society, in association with retailer Mountain Equipment Co-op, has begun a promotional campaign in support of its recently-launched social networking website TheBigWild.org. The site, created by Tribal DDB, is intended to advance wilderness protection in Canada. The campaign, called "Goin' Wild on the Streets," consists of street-level promotional activities in Victoria, Vancouver, Calgary, Edmonton, Winnipeg, Toronto, Ottawa, Montreal, Quebec City, Halifax and St. John's. Promotional workers dressed in outdoor clothing will conduct theatre performances in high-traffic areas. In addition, "urban campsites" have been installed in each city. In-store materials will also be used in Mountain Equipment Co-op locations. The campaign was developed by DDB Canada of Vancouver and Zip DDB of Montreal, with brand work by Karacters Design Group and media relations by DDB Public Relations. "The Big Wild is a new way for everyone who cares about our country's wilderness to voice their support for protecting it," said Anne Levesque, national executive director of the society. "The goal of The Big Wild is to establish an influential Canadian-wide movement to protect at least half of Canada's public land and water in a permanently wild state."