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The 'Dear Mum' Video Unfolds Like a Letter Home

By: Laura McQuarrie - Published: • References: bewaremag and brandingmagazine
'Dear Mum' is a campaign for the Canadian Tourism Commission that's set up like an adult child sending a note to their mother, keeping her informed of all their latest adventures. Just as kids tend to do, the letter stretches the truth a little bit to make mom feel more comforted, such as where the description of "seeing lots of wildlife" really means partying with crazy people wearing animal masks and animal print.

The campaign by DDB Canada encourages youth to 'Keep Exploring' and in the process, the visual letter shows off some of Canada's most beautiful landscapes as well as a ton of fun things to do in the country for people with a variety of interests, from foodies to adventure-seekers.