Time to Shine

Sunshine Coast Tourism wanted an activation campaign to let Canadian urbanites know that an unforgettable getaway was right next door. With people feeling hopeful the pandemic was finally drawing to a close, we created a positive and energetic concept.

“It’s Time to Shine” is a declaration that highlights the beautiful location and all the amazing activities you can enjoy there. It is a gentle reminder that it’s time to engage in our passions and go for it once again. 

By showcasing the incredible array of outdoor activities, arts and culture, dining options, and relaxing destinations that visitors can experience against a breathtaking backdrop, we created a highly visual campaign using imagery of the Sunshine Coast that immediately resonated with our audience. 

With much of the campaign running online and on social media, we wanted something more engaging and exciting in the real world. To achieve this, we chose a high-traffic transit shelter in downtown Vancouver that literally lights up and shines as pedestrians activate a hidden motion detection device. We also created transit bus sides with reflective material that makes the headline and selected graphic elements shine when hit by passing headlights.