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?
The insight was clear: 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. The strategy is 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, becoming the defining voice of the brand.
Role: Creative Direction, Copywriting, Art Direction, Video Editing, VFX
