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« Close, but different » Abitibi-Témiscamingue
By : Studio123 | Tourisme Abitibi-Témiscamingue
GRANDS PRIX DU DESIGN 19th edition
Discipline : Communication & Branding
Categories : Brand Design / Brand Identity (Creation & Rebrand) : Gold certification
Categories : Communication Design / Website, Apps & UI / UX : Grand Winner
Close, but different — Tourism Campaign for Abitibi-Témiscamingue
Close, but different is a tourism campaign for Tourisme Abitibi-Témiscamingue designed to entice Ontario travellers to cross the border into a place that feels familiar—yet unmistakably different.
Rather than a traditional campaign, Studio123 built a playful, fully realized narrative world. From strategy and brand voice to video, web, and digital media, every element works together to create a cohesive and memorable experience.
At its centre is Dr. David DeValdorien, an eccentric explorer devoted to studying cultural contrasts. His latest “research” reveals that while Northern Ontario and Northern Québec may appear similar, they are, in fact, delightfully—and definitively—different.
Blending nature documentary with deadpan comedy, the campaign uses humour as a strategic tool to capture attention and spark curiosity. A series of quirky videos, paired with a seamless and accessible digital experience, guides users from discovery to trip planning.
By reframing Abitibi-Témiscamingue as a distinctive, accessible alternative to overcrowded destinations, the campaign delivers both emotional appeal and practical value. The result is a bold, engaging platform that strengthens regional visibility and invites travellers to experience something just beyond the familiar.
Collaboration
Communication & Branding : Studio123
Project manager : Rob Roy
Communication & Branding : Christian Pelletier
Communication & Branding : Nico Taus
Communication & Branding : Mélanie Gagné
Communication & Branding : Cody Marcoux
Communication & Branding : Brigitte Vachon
Other : Tourisme Abitibi-Témiscamingue
Project manager : Martin Poitras
Other : Nancy Leblond
Other : Claudine Gagné
Photographer : Virgil Laferté