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.

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