After winning the business last year, McCann Montreal has released its first campaign for Club Med Canada.

Most famous for its sun-and-sand resorts, “The Mountain Made Me Do It” positions Club Med as a premiere provider of all-inclusive mountain-based vacations in both the Alps and the recently opened Charlevoix resort in Quebec (Club Med operates a total of 22 mountain resorts, including in Asia).

The creative uses playful humour to highlight the possibilities when hitting the slopes at Club Med, like eating dessert for breakfast, or French-kissing in the French Alps.

“When everything is taken care of, guests are truly free to let go of their inhibitions, and just have fun,” said Dave Roberts, executive creative director at McCann Montreal. “We’re very excited about how this new platform will allow us to communicate the emotional benefits of these experiences to potential guests.” 

The new campaign launched in Canada on Jan. 24, and includes static, video, and interactive assets. Dentsu handled media.