GOLD
Client: Export Development Corporation
Campaign: Pangea Brand Response Television
Agency: OgilvyOne Worldwide
Creative Director: Pete McLeod
Copywriter: Pete McLeod
Art Director: Andrew Pugsley
Director (broadcast): Tim Hamilton
Agency Producer (broadcast): Donna Heffernan
The shifting land masses at the core of this 30-second spot might suggest a Discovery Channel special on geography rather than the exportation of goods. But the strength of the spot, which appeared on English national and English and French regional television, is in its eye-catching visuals, which happen to correlate nicely with the EDC’s brand character – dynamic and inspirational.
The camera spins around the globe, capturing land masses moving towards each other. The message: More Canadian exporters are closing deals abroad and the EDC is making sure they get there. The tag, ‘Making the world seem just a little closer,’ again nicely fits with the visuals and the message.
The EDC has boasted fantastic post research scores with the spot. And its success has helped pave the way for a series of TV spots slated for spring 2001.
SILVER
ClubLink Corporation for its Member Acquisition direct mail campaign, developed by Sharpe Blackmore Euro RSCG and Directer Direct Marketing Resource
SILVER
BelairDirect Insurance for its Toot Uncommon 60-second DRTV spot, developed by BBDO Response.
MERIT
Air Canada for its Aeroplan Kids program, developed by FCB Direct Canada.
MERIT
Rogers@Home for its Download Rigor Mortis campaign, developed by MacLaren MRM.
