Consumer electronics retail chain Future Shop, based in Burnaby, BC, has begun a back-to-school advertising campaign called "We Are Tech Forward." The campaign primarily promotes technology products such as laptops, smartphones and tablets. The national initiative, conducted in English and French, includes a 30-second television commercial depicting the various screens in a Future Shop store as windows onto a number of on-campus situations. The promotion also includes online advertising and a Facebook-based contest called "El Trucko," which encourages consumers to submit technological slogans. A winning slogan, determined by public voting, will be printed on t-shirts and given away as part of the contest. A $10,000 store credit will be given to a randomly-selected entrant. The campaign also makes use of a smartphone application that allows users to interact with ads and shop from mobile devices. The campaign was developed by Cossette of Toronto, with media planning by Media Experts and public relations by Citizen Optimum. "This new and forward-thinking campaign was designed to capture the "We Are Tech Forward" message and mentality that encapsulates the Future Shop brand," said Ed Lea, group creative director at Cossette. "We've created a unique campaign that presents consumers with a new look from Future Shop that spans across multiple media tactics, reaching each student on a personal level through visuals, advertising and social media elements."