When Highway 401 north of Barrie, Ontario was widened to accommodate more holiday and leisure traffic, the once vital Chi-Cheemaun ferry serving northern Ontario communities was in danger of becoming irrelevant. With the support of local indigenous peoples, we turned the boat around by turning it into a tourist destination featuring an authentic cultural first nations overlay. Now, visitors Travel in Good Spirits to Manitoulin Island.
To support this uplifiting way of travel, ads were posted in Toronto’s busy subway, on Instagram and on other online channels to remind commuters that the perfect escape from routine city living is boat travel to Northern Ontario.

Photography: Hamin Lee, represented by Fuze