With a major portion of the U.S. workforce now remote and the digital nomad lifestyle on the rise, the very concept of a 40-hour workweek is changing on a fundamental level. Tapping into this new flexibility by pursuing travel and adventure might have its hardships, but it’s also helped some people develop a better work-life balance.

Focusing on the need to reconnect with the inner self, Go RVing Canada has paired with Toronto-based global brand agency Broken Heart Love Affair for the latest chapter in its “Wildhood” brand platform with the “Find Your Wildhood” campaign. 

Directed by OPC’s Natalie Rae to the soundtrack of “Stay Alive” by José González, the lead spot, “You Are Out There,” shows a man dressed for work and carrying a briefcase, ready to board a train with several other people on their way to their daily grind. As everyone moves, he opts to walk away, soon breaking into a run.

Finding yourself in the great outdoors

As he dashes through the forest, he spots his inner self, running free alongside him as they both leap off a cliff’s ledge into the clear waters below. The man smiles at his other self and embraces him, becoming whole through the experience. As he wanders across an RV camp, we see his adventure has only just begun.

“We are all explorers, motivated by wanderlust, and our most powerful memories tend to be of the moments shared with loved ones, of discovery, of places that fill us with awe and wonder,” said Chris Mahony, president of Go RVing Canada, in a statement.

Developed by BHLA co-founders Denise Rossetto and Todd Mackie, Go RVing Canada launched the first chapter of the “Wildhood” series with “Bring Back Wildhood” in 2015, followed by “Live Your Wildhood,” both of which similarly highlighted the joy of experiencing adventure.

“We’re so happy to reconnect with the Wildhood platform,” said BHLA partner and CCO Todd Mackie. “Inspiring people to seek that side of themselves still feels right, particularly at a time we’re all trying to rediscover our humanity.”

The campaign is running across TV, social ads on platforms like Facebook and Pinterest, as well as digital search, throughout the end of 2023.

CREDITS:

Campaign Title: “Find Your Wildhood”

Client: Go RVing Canada

President: Chris Mahony

Director, Digital Strategy: Cyrus Irani

Content Marketing and Communications Manager: Julia Bouterakos

Agency: Broken Heart Love Affair

Chief Creative Officers: Todd Mackie, Denise Rossetto, Carlos Moreno

SVP, Strategy: Kristy Pleckaitis

Art Director: Todd Mackie

Copywriter: Denise Rossetto

Chief Business Officer: Beverley Hammond

Client Success Team: Ravi Singh, Maegan Thomas

Executive Producer: Erica Metcalfe

Media Agency: Jungle Media 

Production Company: OPC

Director: Natalie Rae

Executive Producer: Isil Gilderdale

Directors Of Photography: Matthew Ballard

Producer: Jason Aita

Wardrobe Stylist: Kat Martinez

Wardrobe Assistant: Wafa Rufaat

Editorial Company: Saints Editorial

Editor: Ross Birchall  

Executive Producer: Mackenzie Goodwin

Assistant Editor: Phoebe Lorimer

VFX Company: Darling VFX

VFX Artist: Paul Binney

Executive Producer: Stephanie Pennington

Colour Company: Alter Ego

Colourist: Wade Odlum

Executive Producer: Hilda Pereira

Audio House: OSO Audio

Music Composer/Audio Director: Daenen Bramberger

Executive Producer: Hannah Graham

Casting Company: Powerhouse Casting

Casting Director: Melissa Cassin