Life in Canada is...
To bring “Canada, naturally.” to life, three National Geographic photographers spent 15 days in a yellow RV, traveling across Atlantic Canada. Their mission? To find out what life is truly like for the regular Canadians who live in this remarkable part of the world.
Photograph by Kiliii Yüyan
Please be respectful of copyright. Unauthorized use is prohibited.
THE BRIEF
To create a stronger emotional connection between potential visitors and the Canadians whose open hearts, open minds and welcoming spirit make the country feel so alive. By revealing the moments Canadians take for granted but visitors find extraordinary, the campaign aims to build deeper brand affinity.
Photograph by Ami Vitale
Please be respectful of copyright. Unauthorized use is prohibited.
THE SOLUTION
In 2024’s Open Assignment with National Geographic, three photographers shared their individual experiences. This time, to bring greater resonance to the “Canada, naturally.” platform, we tasked our photographers with collaboratively building a portrait of what it means to “live like a Canadian”, highlighting how, in a land of awe-inspiring landscapes, being open, warm-hearted and offering fresh perspectives comes naturally to Canadians. Along the way, the people they met answered a simple question from their own unique perspectives: “Life in Canada is…?”
Ami Vitale, Matthieu Paley and Kiliii Yüyan travelled together across 2,075 miles of Atlantic Canada, meeting 49 Canadians in just 15 days. They drove a custom-painted yellow RV, complete with campaign branding and a QR code linking to bespoke campaign content.
They discovered what it means to be an Atlantic Coast Canuck, a Newfoundlander and a Prince Edward Islander. They learned what it's like to wake up to icebergs drifting past your porch, to see the Northern Lights overhead while dropping the kids off at dance, and to enjoy a traditional Jiggs dinner on a rainy Sunday. Along the way, they met larger-than-life characters who work the land, preserve culture and tradition, and reveal ways of life that feel extraordinary to outsiders.
Ami Vitale, Matthieu Paley and Kiliii Yüyan travelled together across 2,075 miles of Atlantic Canada, meeting 49 Canadians in just 15 days. They drove a custom-painted yellow RV, complete with campaign branding and a QR code linking to bespoke campaign content.
They discovered what it means to be an Atlantic Coast Canuck, a Newfoundlander and a Prince Edward Islander. They learned what it's like to wake up to icebergs drifting past your porch, to see the Northern Lights overhead while dropping the kids off at dance, and to enjoy a traditional Jiggs dinner on a rainy Sunday. Along the way, they met larger-than-life characters who work the land, preserve culture and tradition, and reveal ways of life that feel extraordinary to outsiders.
Photograph by Ami Vitale
Please be respectful of copyright. Unauthorized use is prohibited.
Please be respectful of copyright. Unauthorized use is prohibited.
GET IN TOUCH
Interested in working with National Geographic? Please reach out to Kaja Larsen at Nadine.Heggie@natgeo.com.
Photograph by Kiliii Yüyan