Barnardo's : Unknown Canada

Trent Reznor's Inspiration?

Published On
Sep 25, 2007

Editor's Pick

Looks like we now know the inspiration for Trent Reznor's USB drop initiative as part of his Year Zero blitz. With little to no branding involved, Tribal DDB Toronto's ploy for the Canadian Tourism Commission began last August and sent an unassuming couple on a jaunt across three major Canadian cities--namely Toronto, Ottawa and Montreal.

Posing as tourists, the pair were told to indulge themselves throughout with the only stipulation being to capture their fun on a digital camera and a camcorder. The footage was then sent to be inserted into 1,000 USB keys, which were also stuffed with MP3's of hip Canadian acts along with the couple's itinerary. They would then be "mistakenly" left in key American markets, including Chicago as one of the central locations.

Those who found the keys and loaded them up would find an embedded link once they played the MP3's, which directed them ultimately to the landing page "Unknown Canada."� Nevertheless, the clever strategy leads the key owners to a site that includes a host of information and destinations for not just the three cities mentioned, but also Vancouver and Calgary. Additionally, descriptions of Canadian indie acts like Stars and Malajube can be perused, adding up quite an experiential taste of our neighbors up North.�