When research showed that locals and their French brethren to the east don't have the province on their radar when it comes to travel because they're already familiar with it, the Ontario Tourism Marketing Partnership Corporation (OTMPC) decided to present Ontario in a whole new light.

They presented the province in all its glory, but completely unbranded. The voiceover, juxtaposed over images of wide ranging terrain and diverse cultures posed the riddle: Where am I? To up the ante, the spot FCB Toronto left the spots unbranded for the first ten days, making sure not to include familiar landscapes or attractions. So CN tower or hockey arenas or Tim Hortons. What?

Anyway, this led to thousands of curious Canadians going to the website Where Am I where they were then given daily clues to help answer the riddle. Once the teaser phase ended, the reveal phase culminated with a Cineplex cinema take-over across Ontario on the Canada Day long-weekend. The ads were then tagged with ontariotravel.net or ontariotravel.net/decouvrir. If you go to Where Am I now, you'll find it also redirects to Travel Ontario's landing page.

The voice over in the spot is by Canadian actor Rossif Sutherland and directed Andrew Cividino with music by Ontario indie band Bruce Peninsula. And if you're curious, Where Am I? was shot at the following locations: Niagara region, Hamilton, Orangeville, Prince Edward County, Picton, Ottawa, Eganville, Muskoka, Toronto, Thunder Bay, Sault Ste. Marie, Huntsville, Lake Superior’s North Shore, Lake Superior Provincial Park, Dorion, Sleeping Giant Provincial Park, and Northwest Ontario.

Client: OTMPC Agency: FCB Toronto CEO: Tyler Turnbull, CEO Chief Creative Officer: Jon Flannery, CCO Creative Director: Jeff Hilts, VP, Group Creative Director Nancy Crimi-­\Lamanna, VP, Group Creative Director Art Director: Jeff Hilts, VP, Group Creative Director Rob Dean, Senior Art Director Cody Sabatine, Art Director Writer: Nancy Crimi-­\Lamanna, VP, Group Creative Director Dave Delibato, Senior Copywriter Joseph Vernuccio, Copywriter Account Team: Sunil Sekhar, VP, Management Director Sarah Banks, VP, Business Director Violet Karbalaei, Account Supervisor Skye Gandy, Account Coordinator Agency Producer: Rea Kelly, Producer: Sumit Ajwani, Producer Project Manager: Kinga Karadi, VP, Operations Michelle Simpson, Senior Project Manager Emily Watkin, Project Coordinator Carly Roy, Project Coordinator Planner: Shelley Brown, VP, Chief Strategy Officer Heather Segal, VP, Planning Director Anastasia Tubanos, Senior Strategist Kristy Pleckaitis, Lead User Experience Shelagh Hartford, Digital Strategist Jorge Vasconez, Agency Videographer/Editor Rob MacLean, VP, Director of Communications Production Credits Production Company: OPC Executive Producer: Liz Dussault, Harland Weiss Line Producer: Karen Harnisch, Marc Swenker Director: Andrew Cividino, DOP: James Klopko Editing House: Rooster Post Production Executive Producer: Yumi Suyama Editor: Marc Langley Assistant Editor: Eric Dubois Transfer Facility: Alter Ego Colourist: Eric Whipp Online Facility: Fort York VFX Online Artist: Ernie Mordak Online Assistant: Melissa Vasiliev Music House: Silent Joe Music Track Director: Jody Colero Exec Producer: Jane Heath Composer: Bruce Peninsula arranged by Todor Kobakov Engineer: Vlad Nikolic Sound Design: Vlad Nikolic