The campaign centers on the insight that sometimes you need less to create more. It speaks to those seeking a break from busy, city lives and encourages them to come and do nothing. Not only that, it celebrates nothingness as powerful and necessary to the creative process. Science tells us that mental white space (allowing our minds to be at rest or wander) is critical to creativity and problem solving. By celebrating the “blank canvas” of the Southern Gulf Islands, the campaign reinforces SGIT’s brand positioning as the “Creative heart of BC” and creates an innovative and compelling reason to not only visit, but to embrace its limited offerings.