'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.
Handwritten Home Letter Videos
The 'Dear Mum' Video Unfolds Like a Letter Home
Trend Themes
1. Handwritten Letter Videos - The use of handwritten letter videos is a unique way to engage audiences and deliver personalized messages.
2. Tourism Marketing Campaigns - Creating tourism marketing campaigns that use storytelling techniques can effectively showcase a destination's attractions and experiences.
3. Youth Advertising Strategies - Developing advertising strategies that resonate with the younger audience by incorporating humor and relatable narratives.
Industry Implications
1. Tourism - The tourism industry can adopt handwritten letter videos as a creative and compelling way to promote travel destinations.
2. Advertising - The advertising industry can leverage handwritten letter videos to create memorable and engaging campaigns for various clients.
3. Digital Marketing - In the realm of digital marketing, handwritten letter videos offer a unique and effective approach to capturing the attention of target audiences.