2026 Winner

Destination British Columbia set out to tackle a cultural issue: as people spend more time indoors and nature disappears from media, our connection to the natural world is eroding. Rather than promote travel alone, “Let the Outside in” positioned the organization as a cultural catalyst, meeting audiences where they already are: in their media habits. The solution combined a cinematic launch film with The Nature Rating, an AI-powered tool that analyzes books, films and music based on how much nature they contain. The digital experience extended this idea through design rooted in the outdoors, from woodcut-inspired typography to tree ring data visuals. The campaign generated more than 1.5B earned impressions, 500 media stories and three times benchmark dwell time, proving that reconnecting people to nature can start anywhere, even on a screen.

Credits

Client: Destination British Columbia
VP, Global Marketing: Maya Lange | Director, Global Brand: Leah Poulton | Manager, Brand & Creative: Steve Winnacott | Senior Specialist, Creative: Jackie Steel | Marketing Manager: Elisa Tang | Digital Marketing Specialist: Julia Zhang | Digital Marketing Coordinator: Amber Storie

Agency: Zulu Alpha Kilo
Chief Creative Officer: Tim Gordon | Executive Creative Director: Dean Lee | Chief Design Officer: Stephanie Yung | ACD/ Art Director: Kelsey Hughes, Todd Takahashi | ACD / Writer: Greg Kieltyka, Wade Hesson | Writer: Wade Hesson, Mariia Kul, Jackson Kemp, Tom Greco | Digital Design Director: Damian Simev | Senior Digital Designer: Gabe Santiago | Director of Integrated Production: Ola Stodulska | Senior Producer: Teresa Bayley | Producer: Miléna Malovic | Chief Strategy Officer: Heather Segal | Executive Strategy Director: Erica Shalinsky | Executive Director, Comms Planning & Technology: Sean Bell | Senior Strategist: Jordan Alperin | Director of Interactive Production: Ece Inan | Managing Director: David Tremblay | Account Director: Lauren Hutton | Account Supervisor: Carly Ringer

Production Company: Scouts Honour
Director/DoP: Mark Zibert | EP/Producer: Rita Popiela, Simon Dragland | DoP: Eric Kaskens | Drone Operator/MOVI: Jeff Patterson | 1st AC: Scott Cozens | Production Supervisor: Shaun Veltkamp | Production Designer: Athea Boyes | Set Decorator: Gracey Burnett | Wardrobe Stylist: Janine Metcalfe | H&MU Key: Pam Silvey | Locations Manager: David Pink

Production House: Green Clock / Cinematographer: Zach Nigh
Digital Production: Verb Interactive

Post-Production House: Zulubot
Post Producer: Lena Hamady, Amy Groll | Editor: Erin Brazeau | Online / Motion Graphics: Miguel Natividad | Colourist: Can Yuksel | Media Manager: Adrian Gluvakovich

Post-Production, Offline: Zulubot
Director of Post-Production & Operations: Sarah Dayus | Post Producer: Gina Simone | Editor: Alain Elliot | Assistant Editor: Adrian Gluvakovich

Post-Production, Offline: Nimiopere
Executive Producer: Julie Axell | Editor: Steve Puhach | Assistant Editors: Laura Corredor & Shalini Menon

Post-Production, Online & VFX: Tantrum
Studio Producer: Rebecca MacKillop | Creative Director & VFX Supervisor: Dominik Bochenski | Designer: Hayoung Na | Compositors: Davide Di Santo, Dan Ciancone, Bala D, Piers Larchet, Ohji Inoue, Laura Pino | CG: Lucas Kazakevicius, Rogerio Miyagi, Marie Kubo | Animation: Ale Martins

Post-Production, Colour Studio: Alter Ego Post
Executive Producer: Jane Garrah | Supervising Colourist & Partner: Wade Odlum | Colour Assistant: Daniel Saavedra

Music House: Pickle Music Studios
CCO: Alexis Estiz | Managing Partner/ECD: James Zavaleta | Senior Producer: Vanessa Lozano | Producer: Matt Kerr | Composers: Dario Calequi & Alexis Estiz

Audio Production: Wave Productions
Managing Partner: Megan Hughes | Producer/Production Coordinator: Avery Reid | Audio Engineer & Mixer: Craig Warrian

Audio Production: Balance Music
Audio Engineer & Mixer: Dino Cuzzolino