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Playland wants you to prepare for a screaming-good summer

6/8/2023

Work

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by Cossette

Playland’s exciting new summer campaign shows what might happen when you spend too much time sitting in front of your screen. Instead of rides and cotton candy, more people are turning to their devices for entertainment. And while TV and scrolling can be thrilling, Playland wants you to venture outdoors for some real-life fun.

Cossette Playland Still Freedom

According to recent statistics, Canadians are spending over six hours per day in front of screens—that’s a whole lot of sitting. But at Playland, there’s an antidote: get more scream time. And this year, Playland is offering midway games like Whac-A-Mole, tons of food and beverage choices, including the classic mini donut, and 30 different rides and attractions—so spread your wings and take flight on Skybender, swing on the Beast or get splashed on the Log Flume. 

PNE is launching the Playland 2023 season with a campaign aimed at both young adults and family-activity-seeking parents who are navigating a world where virtual experiences are increasingly becoming the norm for fun. We wanted to remind them that Playland hosts the kind of real fun that can’t be replicated on screens.
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Kim Vande Kuyt, Marketing Director, PNE

In partnership with Cossette, Playland has leveraged a combination of OOH, digital banners, paid and organic social, radio, and a television spot directed by John Larigakis and Bill Hawley of BOLDLY.  

We’ve all been glued to our screens these past few years, and while we don’t necessarily want to knock that, we do want to emphasize how very sedentary life has become at both work and play, and nudge people towards a real-life source of fun to break out of that cycle. Playland is a Vancouver icon, so we’re thrilled to tell this story of swapping screen time for scream time—and our partners at BOLDLY were essential in bringing it to life so wonderfully and vividly.
John Osborne
John Osborne, Group Creative Director at Cossette in Vancouver
Cossette Playland Still Living Room
Cossette Playland Still Walking
Cossette Playland Still Jake

Credits

Client: PNE
Marketing Director: Kim Vande Kuyt Brand Experience Manager: Myles Constable
Agency: Cossette Vancouver
Copywriter: Danielle Morgan Art Director: John Larigakis Group Creative Director: John Osborne Content Producer: Krista McMillan Studio Artist: Connie Fu Senior Director, Head of Strategy: Max MacBeath Senior Strategist: Amandine Verdier Group Business Director: Anne Legrand Business Director: Katherine Leftakis Senior Director, Client Services: Erin Pongracz VP, General Manager: Robyn Smith
Directors: John Larigakis & Bill Hawley Production Company: Boldly Producer: Angelica Stirpe Executive Producers: Kristoff Duxbury, Geoff Manton, Shelby Manton, Sebastien Galina Director of Photography: Jon Thomas Editor & VFX: David McDonald Sound Design/Mixing: Wave Productions Ltd. Colourist: Elemental. - Dave Tomiak 1st AC: Blake Davey Production Designer: Robin Tilby Set Dresser: Stefan Berril Prop Master: Brendan Megannety Hair and Makeup Artist: Jess DePalma Stylist: Matea Pasaric Photographer: Bill Hawley Retoucher: Kathleen Loski 2nd AC: Will Fu Gaffer: Corey Jacques Best Person/Tech: Lisa Ouabbache Tech: Belen Garcia Tech: Mike Lightfoot BTS Photographer: Alice Best