35 Million Directors

Canada’s an incredible place. Who better to show the world than Canadians themselves?

We encouraged Canadians to get in the director’s chair and share their best Canadian experiences through their own lens to become one of Canada’s 35 Million Directors. With everyone and their mother toting a video-capable smartphone these days, putting them to use in a campaign was a no-brainer. Submissions were cut into an epic Canadian video, and successful participants were rewarded with GoPro cameras and an invocation to keep exploring Canada.

A slew of up-and-coming Canadian directors were featured, and multimedia artist Douglas Coupland even got on board with a quirky love letter to Vancouver:

Pierre Bouvier of Simple Plan got involved with his own take on Montreal:

The result? 8,200 submissions. 65 hours of footage. A two minute clip. And an international campaign spanning 8 languages and 11 countries, receiving coverage from Fast Company’s Co.Create, Yahoo! News, Canada’s favourite TV host, and Cheezburger.com, because obviously.

Client: Canadian Tourism Commission

Agency: DDB Canada


Role: Digital Strategist / Execution

View the 35 Million Directors site.