Just do it. Good to the last drop. Because you’re worth it.
The best ad slogans are evocative, simple and anchor marketing campaigns that last for decades.
This was the kind of magic Tourism BC was hoping for when it enlisted Canada’s largest agency, McKim, to boost the province’s profile in 1978.
The resulting tag line — “Super, Natural British Columbia” — was a hit.
Later, when McKim needed to take the campaign to another level, they turned to a newly formed creative team, which included a Department of English graduate who moved to Vancouver after Quebec’s first independence referendum.
The team’s work garnered awards and helped set a new standard for tourism branding worldwide.
“McKim’s reputation — and mine — was built on the success of ‘Super, Natural,’” says Alvin Wasserman, BA 74, who worked on the campaign as a senior copywriter and then creative director. “That’s why my name was worth something when I started my own agency.”