BBDO Toronto Redefines Progress for Prince Edward County

By Erik Oster 

BBDO Toronto examines the idea of “progress” and what it really means in a new spot promoting Prince Edward County, entitled “Progress Redefined.”

“It was progress that put a hole in our ozone” begins the voiceover in the spot, going on to question what the word really means in what appears to be audio captured at some kind of speech. The audio is juxtaposed with footage of the scenic county, captured by director by Chris Muir of Someplace Nice. This footage seems to present an alternative to the hustle and bustle of modern life hinted at in the description of progress, which converges when the speaker finally decides that progress “has given us a chance to redefine it.”


“We wanted to capture the essence of The County,’ explained Carlos Moreno, SVP, executive creative director, BBDO Toronto. “The County is holding progress at bay, embracing artisanal crafts and an authentic way of doing things.”

The approach makes sense, given that many of Prince Edward County’s offerings — local wineries, its farm-to-table dining establishments and “rustic-chic aesthetics,” to name a few — are reflective of the kind of values hinted at in “Progress Redefined.” Prince Edward County was pleased with the results. Neil Carbone, director of community development said, “We are thrilled with the result and eager to promote the idea of ‘real progress’ in marketing The County.”


Title: Price of Progress

Product: Prince Edward County

Client: Prince Edward County

Marketing: Neil Carbone, Ashley Stewart

Executive Creative Directors: Peter Ignazi, Carlos Moreno

Associate Creative Directors: Nancy Crimi-Lamanna, Linda Carte, Deborah Prenger

Copywriter: Nancy Crimi-Lamanna

Art Director: Linda Carte, Deborah Prenger

Copywriter: Nancy Crimi-Lamanna

Account Management: Tim Welsh

Agency Producer: Tim Welsh, Terry Kavanagh

Director: Chris Muir

Director of Photography: Chris Muir

Production Company: Someplace Nice (Executive Producers: Chilo Fletcher, Estelle Weir)

Editing: Married to Giants (Monica Remba, Sheenah Jennings)

Music: Grayson Matthews

Colour:  Alter Ego (Cem Ozkilicci)