Go RVing Canada is demonstrating the powerful impact of coming face-to-face with our true self—and the powerful emotions it can bring about—in the latest chapter of its “Wildhood” … read morebrand platform. The new campaign, “Find Your Wildhood,” marks the evolution of the platform, which launched in 2015 with “Bring Back Wildhood”, focusing on the child-like desire to venture off the beaten path. That was followed five years later by “Live Your Wildhood,” highlighting the importance of keeping that adventurous spirit alive. Developed by Broken Heart Love Affair co-founders Denise Rossetto and Todd Mackie while they were a creative team at Doug & Serge, the eight-year-old brand platform is built on the idea that people possess a fundamental desire to connect not only with each other and the natural world around them, but with themselves. It presents Go RVing Canada as the bridge from the everyday to an alternate identity that celebrates curiosity, wonder, and discovery rather than schedules and cookie-cutter experiences. The emotive “Find Your Wildhood” campaign from Broken Heart Love Affair speaks to the power of surrendering who you pretend to be every day, to who you truly are at your core. That message is powerfully delivered through a richly cinematic spot directed by OPC’s Natalie Rae. The campaign was shot entirely on film in order to evoke a feeling of rawness and beauty, while also subtly conjuring the feeling and emotion of freedom. Soundtracked by the José González song, “Stay Alive,” the lead spot, “You Are Out There”, focuses on a man who’s stuck in the drudgery of daily life. At the end of the day, jostling for space on the subway platform among his fellow office workers, he abruptly makes the decision to pursue his “Wildhood.” He urgently makes his way into the surrounding countryside, shedding the shackles of daily life such as a briefcase, suit jacket, etc. He finally comes upon a fire in the woods that’s being tended to by a shadowy figure and embarks on a chase through the wilderness before finally coming face-to-face with…himself in an emotional “reunion.” As the music builds, the spot shows the man making his way to a group of RVs parked amid trees in an idyllic campground setting.
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