The Idea:

At a time when it seemed every municipality in northern Alberta hit the market with an economic development campaign, complete with similar messaging, aesthetics and strategy, it was decided that Stony Plain would be the one to stand out.
Where other campaigns went nostalgic or sentimental, or the way of storytelling and images of families, it was decided that Stony Plain would play it bright and fun. We took the route of animation and utilized youthful energy and messaging. We laced the campaign with the idea that if you were to start your business in Stony Plain (no matter which sector you hailed from, be it energy health and wellness, or a new entrepreneurial endeavour) that you could start up in Stony Plain “Like a Boss.”
Treated almost like a recruitment campaign, we created a series of animated spots, posters and an interactive webpage that educated would-be bosses on how Stony Plain could help them discover their big boss energy.