Strategy optimization. This client wanted to reach the general public and relay the message that they had brought $40B back into the community over the last 20 years. By diving into their previous strategy, I noticed some serious flaws: They were asking consumers to come to them (in St. Albert), they expected people to listen with no incentive, and the experience was far from engaging. We recreated the entire concept from the ground up. I led our team, designed, and built a new experience out of a C-can that included gamified learning opportunities, moments that prompted nostalgia, and asked (and rewarded) consumers for their input. This gave us quantified and qualified data, but also became a cool visual piece—and take away within the experience. Finally, the design employed digital amplification that would allow the narrative to flow further than the 4 walls of the experience. It resulted in a 90,000% increase in impressions and more than 25,000% increase in participation (yes, for real)... All using less than 50% less of their budget compared to the previous year.