Cossette brings Yukon’s Midnight Sun to Vancouver

The Midnight Sun shines on Vancouver

The Midnight Sun shines on Vancouver

Working with Astral Media
and Yukon Tourism,
the Canadian agency is
posting live images
from Dawson City onto
digital billboards
2,000 miles away

Integrated marketing agency Cossette teamed up with Tourism Yukon to shed some light from Canada’s midnight sun on travelers in Vancouver.

A stretch of nearly endless days that light up the Arctic Circle during the summer months, the Midnight Sun fills the sky with a riot of color in the absolute dead of night because le soleil drops but never quite sets during that time of year.

During the two-week campaign that runs through July, live images are being captured from 11:00 p.m. to 1:00 a.m. just outside of Dawson City, a town in the Yukon Territory near the Alaskan border.

Working with Astral Media, those same images are instantly posted onto nearly half a dozen digital billboards across Vancouver, a busy hub for tourists making the 2,000-mile trek north to the Yukon.

“We wanted to bring some of the magic of the Yukon to the Lower Mainland,“ noted Kelsey Hughes and Mark Wilson, the creative team at Cossette.

“The contrast between the brilliant sky in the visual stream and the darkness surrounding the boards is pretty dramatic,” she continued.

Described by Wikipedia as “the centre of the Klondike Gold Rush,” Dawson City is featured prominently in the work of author Jack London. Since then, it has become a vacation destination renowned for natural beauty.

“The Yukon has always been a place of larger than life experiences and sights,” noted Jason Marcotte, Marketing Manager, Tourism Yukon — North America. “If the scene looks amazing on a board thousands of kilometres away, imagine being here in person. It is pretty remarkable.”

Vancouver and the Lower Mainland are key target areas as YVR is the main departure point for visitors traveling to the Yukon. The flight takes just under 2.5 hours and there are three to five flights daily, depending on the season.

For more information about Tourism Yukon, click here.

Client: Tourism Yukon
Agency: Cossette
Media Agency: Astral Out of Home, Bell Media
Photographer: Alistair Maitland

About Cossette
Cossette is a fully integrated marketing communications agency. It’s a community of 700 creative humans who help people and brands connect in meaningful ways. Named Agency of the Year in Canada in 2016 and 2017, it currently has offices in Halifax, Québec City, Montréal, Toronto and Vancouver. To learn more, please visit

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