At the height of the Buy Canadian movement, Canada’s domain, .CA, sought to leverage the momentum to increase awareness of the .CA brand. I pitched a campaign that addressed a common challenge in brick-and-mortar retail: the difficulty of clearly identifying Canadian businesses and products. The initiative centred on a limited run of free stickers.
Business owners with a .CA domain received two sticker sheets along with a window cling stating “A Proud .CA Business,” designed for display on their storefront. Non-.CA owners received the same sticker sheets, paired with a direct mail piece encouraging them to purchase a .CA domain to signal their Canadian presence online.
The campaign went viral, with all sticker registrations claimed in less than two weeks.
My Role: Art Direction, Project Management
Illustrator: Katrin Emery