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.”
Credits:
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)