C&B tapped into Hollywood magic for Travel Alberta, stitching together iconic scenes filmed in Alberta to position the province as the ultimate set-jetting destination.
At a time when many agencies are chasing quick wins and trend-driven content, Calgary’s C&B Advertising is taking a different path, rooted in emotional clarity and a long-term view. For this 14-year-old indie, the best work comes out of strategic alignment, deep research and a belief that creativity can be a powerful business tool. It’s an approach that not only drives standout work but draws in clients looking for more than surface-level solutions.
C&B’s work for Evander Kane’s Dovetail label pairs hockey’s precision with elevated, luxury design.
“Branding is a process, not an event,” states C&B MD and partner Leigh Blakely. “One of our main differentiators is how we approach things, strategically and from a thoughtful place to create that emotive work.”
Rather than following the crowd, C&B works to express timely ideas in ways that feel authentic and aligned – helping clients stand out with a clear, consistent point of view. “We’ve stayed committed to finding the core emotional truth of every brand, focusing on it fully and using it to drive the brand forward,” explains head of strategy Shayne McBride. “Brands often want to go to a safe place. Our job is to say: ‘Let’s find a way that really resonates with peopleemotionally and is at the core of what this brand is about.’”
By staying true to each brand’s core and focusing on fundamentals, C&B’s work establishes a clear look, feel and focus. “We tend to get work that delivers more and that can be in the market longer, that has more opportunity to be used multiple times,” says McBride. “It’s finding the real core truth and we spend a lot of time looking for that right piece.”
Across a client roster that includes Travel Alberta, Calgary Stampede, Calgary Co-op, Indigenous Tourism Alberta, West Edmonton Mall and Tourism Richmond, the agency’s work combines emotional storytelling and strategic alignment with a distinctly Western Canadian lens.
C&B helps Travel Alberta tell emotionally resonant stories that showcase the province’s natural beauty and spirit.
And it’s always ready for new opportunities. Case in point: last January, it took on Alberta’s first craft distillery, Eau Claire Distillery, and is now preparing to launch the brand across Canada and into the US.
The award-winning “Sky Painter” campaign brought Alberta’s Northern Lights to life with cinematic storytelling and strategic heart.
The agency’s expertise is perhaps best showcased in its work for long-time client Travel Alberta. With uncertainty around US travel to Canada predominant, its focus has been on boosting visitation in the winter months. So the team began by exploring what truly resonates with travellers – uncovering insights and points of interest that could lead to a compelling emotional story.
The award-winning “Sky Painter” campaign that resulted is a clear example of strategy and creativity working in sync. The team identified the Northern Lights as the standout draw, then crafted an emotional narrative that positioned Alberta’s winter as a must-see experience. The result: global recognition and, more importantly, real visitors during a traditionally quiet season – proof of what happens when you uncover the core truth that makes a message stick.
Another of the agency’s most recent campaigns – a suicide awareness initiative for Counseling Alberta that’s focused on farmers – reflects C&B’s understanding of local communities. Built on years of work with partners in rural Canada, the team approached the sensitive topic with honesty, empathy and respect. Informed by rising demand for mental health support, the campaign avoided clichés and aimed to reflect the real pressures faced by farmers. For the agency, it was a powerful reminder that, at its best, marketing doesn’t just connect, it can truly make a difference.
C&B’s farmer-focused suicide awareness campaign for Counseling Alberta used honest, empathetic storytelling to address mental health in rural Alberta.
With its distinctive mindset and deep connection to local audiences, the agency offers a perspective that’s often overlooked by brands who sometimes default to agencies in Toronto or Vancouver. Because it’s not just about where they’re based – it’s about how they think. For Blakely, that deep understanding is what makes real audience connection possible.
“We’re very proud of the work that we do,” she adds. “We’re really lucky with the clients we currently have, and want to work with more clients with that similar mindset.”
CONTACT:
Leigh Blakely
Managing Partner
leigh@candbadvertising.com
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