Discover Radiance, Dominican Republic
The campaign
A campaign showing Canadians a sneak peak of the vivid coastal colours found in the Dominican Republic. Discover Radiance invites Canadians to visit the DR to see colours so vivid it’s as if they are seeing them for the first time. Depending on the medium, striking effects and optical illusions are used to influence viewers’ perception of colours and images.
The strategy
When Canadian families visit the Dominican Republic instead of Mexico, all members of the family will experience pure relaxation and fun thanks to the beautiful beaches and lush environment. Experience it all without the worry of excessive cost, because flights and packages to the DR are affordable and easy for families of all shapes and sizes.
The illusion
This illusion relies on the quick replacement of a black and white image, facilitated by a movement, so it is best suited to digital deliverables, like the following reel clip.
