All Work
Roots & Routes
A national brand campaign tracing the emotional geography of coming home — for Canadians who carry two countries inside them.
Roots & Routes was built on a cultural insight: for many Canadians, home isn’t a single place. It’s a layered thing — held in language, in food, in the particular light of somewhere far away.
The campaign ran through Canadian holiday windows and generated a 14-point lift in brand sentiment among the target multicultural segment.