By The Numbers by Rethink for Playland

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By The Numbers

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Industry Leisure Parks
Media Radio
Market Canada
Agency Rethink
Copywriter Rob Tarry
Released May 2012

Awards

London International Awards 2012
Radio Retail Campaign Short List

Credits & Description

Entrant: Rethink, Vancouver
Playland "By The Numbers"
Corporate Name of Client: Playland
Client Account Directors: Shelley Stevens/Kim Madu/Kari-Lynne Brock
Agency Account Director: Cameron Walker
Agency: Rethink, Vancouver
Creative Directors: Ian Grais/Chris Staples
Copywriter: Rob Tarry
Agency Producer: Laura Rioux
Audio Engineer: Craig Warrian
Audio Company: Wave
Audio Producer: Craig Zarazun
Description of the Project
Playland is part of the Pacific National Exhibition and operates from April to September. It is BC's premier amusement park with over 30 rides. In 2011 Playland launched The Atmosfear, a ride that takes you up 22 stories (218 feet) and spins you at 70 km/h. Because it was a brand new ride that people hadn’t experienced before we focused on how extreme the ride is. The radio campaign plays on the Austrian origins of the ride to take advantage of the association with German innovation, technology and directness. And, yes, we played on a few stereotypes to get a few laughs.