Having worked with the Canadian National Exhibition since 2017, I was brought back to develop the campaign for their 2023 season. While the EX has a strong brand identity, I needed to answer a crucial question: How does the CNE actually fit into people's lives during the summer?
People needed a reason to prioritize the CNE in their busy summers. So I developed 'Summer with Us'—a positioning that makes the CNE the definitive answer to how people spend their summer. Instantly ownable and repeatable across every touchpoint.
The campaign launched across a 30-second broadcast spot, digital billboards, and streetcar murals. It continues to serve as the framework for all CNE seasonal campaigns.
Role: Creative Direction, Copywriting, Art Direction, Video Editing, VFX
