Destination Canada wanted to showcase the cultural aspects of the country to potential American tourists. So, working with OMD and DDB, the tourism board created the “Social Scripts” program, which aggregated hundreds of Canada-specific images and videos that are shared on social media every day. The brand used real Instagram posts that were found using popular hashtags (such as #TravelFar, #CloseToHome and #Discover) to create 17 short films that featured a different Canadian region and which were centred around outdoor, culinary, art and music, as well as fashion themes. The team monitored the content people were consuming on the website and then served additional films that matched their interests (based on what they chose to watch). The campaign tracked 30 million YouTube views, and helped bring 13.9 million American visits to the country.