Newfoundland & Labrador Tourism

Winning submission for Newfoundland & Labrador tourism competition in conjunction with Target Marketing and Humber College.Target

GET: 35-55 year old Toronto couples

TO: Consider traveling to Newfoundland & Labrador

BY: Launching a GPS based Augmented Reality iceberg from the Rock to Toronto harbour, encouraging regular social media posts as it travels down the St.Lawrence river.

The stunt acts as an intro to “Iceberg Alleyway”, a showcase of Native and local Newfoundland artists. Projector technology is used in the alley to layer animation over top of the printed murals adding to the experience.

Learn Their Stories Before You Stand In Their Shadows

More Animated Storytelling Than A Saturday Night Kitchen Party

Iceberg Alleyway, like Toronto’s Graffiti alley, is dressed up with art work from local Newfoundland & Labrador artists with added interactive elements thanks to the same app used to photo the AR iceberg in the harbour.

From These Deep Waters We Live Our Lives And Pull Our Stories

16,000 Years Old, 3,000 km Trip And Its Story Is Just The Tip

EXTRA: Paula the Puffin popping up around the city as OOH spokesperson

EXTRA 2: Like the province it comes from, Iceberg Alleyway can be located off the beaten path

Located inconveniently but makes for a worthwhile trip

Art Direction: Harmanjot Singh

Graphic Design: Jyn Reyes Osma and Madina Ameen