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

Agency: Zulu Alpha Kilo
Chief Creative Officer: Tim Gordon
Executive Creative Director: Dean Lee
ACD/ Art Director: Kelsey Hughes
Writer: Wade Hesson, Mariia Kul, Jackson Kemp, Tom Greco,
Director of Integrated Production: Ola Stodulska
Producer: Miléna Malovic
Chief Strategy Officer: Heather Segal
Executive Strategy Director: Erica Shalinsky
Executive Director, Comms Planning & Technology: Sean Bell
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

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

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

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