CHALLENGE: Each year, The International Downtown Association brings together downtown leaders and professionals to network, share and learn the newest strategies to take home and implement with the goal of making their downtowns healthier, more vibrant and livable. For 2008's host city, Calgary, the challenge was to create an integrated campaign that not only highlighted how this Canadian city has transformed itself from the inside out, but also presented the conference in a fresh and relevant way.

SOLUTION: Bold colors and graphics depict the tremendous skyline growth while a combination of die-cuts, a non-traditional brochure size and unique folding techniques reinforce the "inside out" theme. In addition to the brochures, the campaign included print ads, e-mail blasts and a Powerpoint template.