You’re more connected than you know.

The Challenge

The Port of Vancouver plays a vital role in our city, province and country. Yet it was misunderstood, and stigmas attached to the industries that lined the waters often meant perceptions weren’t the most favourable. This was a problem when faced with a Government mandate of growth and those perceptions having a direct impact on the path forward.

It was imperative that Canadians not only understood the importance of the Port of Vancouver, but felt a tangible and positive bond.

The Solution

The campaign focused on bringing together two individuals who at first appeared to have no obvious connection, but were very simply connected. By telling their stories it illuminated the very real and necessary connection we all have to the port.

The Work

The Results

The campaign lifted public perceptions of the Port of Vancouver for the year it was in-market, with positive sentiment climbing to an all-time high of 76% and the overwhelming majority of respondents agreeing that they now understood its role and importance.