To be Albertan

Director: -

Producer: Megan Miller

Producer Company: Paul Bertino

Agency: C&B Advertising

Client: Travel Alberta

Country: Canada


An ode to the province, “To Be Albertan” celebrates the sense of freedom Alberta evokes, whether you're here for a moment, a week, or a lifetime. This video highlights the province’s diverse landscapes, from the Rocky Mountains to wide-open Prairies, from the Canadian Badlands to sparkling cityscapes. And it gives voice to Alberta’s diverse peoples—the wild, the bold, and the free.


At the heart of our work with Travel Alberta is a desire to stand out as a destination and create fame for the province. To do this, we seek to emotionally connect with travellers and residents alike.
This project’s specific objective was to empower and build pride among Albertans who see themselves in our five brand atributes (distinctively Canadian, spirited, independent, welcoming, and freeing). Our ultimate goal is to increase their reception of international travel and showcase the benefits of Alberta’s tourism economy.