THE BRIEF

Gold Rush II was an Indiegogo campaign by DawsonCity.ca and Travel Yukon to fund a second gold rush, in hopes that it would drive people to visit and explore the Yukon. Contributors bought perks, which in turn funded dropping gold nuggets back into the creeks of the Yukon so that people could once again experience a gold rush.

THE SOLUTION

One of the campaign perks was a map of Dawson and the surrounding area showing local attractions and—most importantly—where to pan for gold! The map has an old-timey feel with characterful illustrations that reflect the quirkiness of the campaign and the Travel Yukon brand. The map is accompanied by an ‘official’ letter and an experience voucher that allows participants to track which of their purchased experiences they’ve redeemed. Touches of gold ink give everything a golden glint.

Illustrations by Alex Thompson, Grace Cho, Shanene Lau, and Aimée Grimes.