Calgery Stampede is is an annual rodeo festival that lasts for 10 days. People from all over the world gather in Calgary, making it one of the world's largest rodeos. Bull riding is one of the most popular activities, cowboys and cowgirls courageously have to ride a raging bull for 8 seconds in order to qualify.

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The Objective of this campaign is to attract further audience than just rodeo fanatics and convince them to start attending or following Calgary Stampede. People should experience the fun and roughness of rodeo events and the courage and dangers the people that participate endure.

The message being depicted across the campaign is giving it a twist and speaking from the bull’s perspective. This bull is tough, rough, and is not afraid to speak his mind.

The tone of this campaign is “dark comedy” that intends to grab people’s attention even if they don’t follow any type of rodeo activities.