Brutal British Columbia

For the last decade, the British Columbia government has spent millions of dollars on murdering wolves in a misguided effort to protect caribou populations, whose decline can more accurately be attributed to the oil, logging, and development industries. With the help of Pacific Wild, we put this barbaric practice into the public spotlight by creating a tourism campaign that shows the brutal side of BC. The Brutal British Columbia campaign kicked off with a souvenir shop in a busy area that sold horrifying merch in opposition to the wolf cull, raising both awareness and funds for Pacific Wild, and put pressure on the BC government to end the practice. Then we ruined the reputation of British Columbia on billboards across global tourism hubs like London and Berlin. For the whole world to see.