Wonder What’s Coming?

Taza is one of the most ambitious Indigenous-led developments in North America—a $13B, 1,200-acre project inviting people to live, work, shop, and play on Tsuut’ina Nation lands. But with Costco as its first tenant, a critical issue emerged: people only knew the development by one thing—“the Tsuut’ina Costco.”

The Challenge
Despite the massive scope of the project, there was little awareness in neighbouring Calgary communities about what was really happening at Taza—or why it mattered. Without context, the significance of the land, the culture, and the Tsuut’ina Nation’s leadership was being overlooked.

Taza needed to redefine how the story was told—from a single retailer to a rich, multi-generational vision built on culture, language, and legacy.

The Solution
The Wonder Campaign
We built a campaign around a powerful idea: In Tsuut’ina, the word “Taza” means “something wondrous is coming.” It’s a word of Dené origin that speaks to anticipation, awe, and vision. And that’s exactly what we set out to evoke.

Rooted in community consultation and research—including interviews with Elders, Nation Members, and Taza stakeholders—we created an integrated campaign that shared the story of Taza from the inside out.

We developed a suite of creative assets tailored to different audience personas:

• Digital ads and paid media asking Calgarians to “Wonder What,” “Wonder How,” and “Wonder Why.”
• Video interviews featuring Elders, artists, and partners sharing the deeper story of the Nation and the project.
• A dedicated campaign microsite with persona-specific landing pages, ensuring everyone—from curious locals to commercial leasing reps—could access relevant, culturally-informed information tailored to their interests.
• Social content and YouTube series extending the narrative across platforms and across the country.
  Every element of the campaign invited the public to look beyond the surface and into the heart of something truly transformational.

The Result
Over just three months, the Wonder campaign generated a wave of awareness and shifted public perception. What was once seen as “just a Costco” became recognized as something far greater: a landmark Indigenous-led development, deeply rooted in the land, culture, and future of the Tsuut’ina Nation.