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Web Film

City of Mount Pearl: The Mount Pearl Anthem

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Some cities have famous monuments. Some towns have historical relevance. Mount Pearl, the smallest city in Newfoundland has... free parking? Oh, and great work-life balance and strong wifi, too. And they're so proud of all the little things that they've just dropped a rap video about their unknown city on the far east coast of Canada. Agency: Target
Starring local real estate agent Jason Piercey, who brings an extreme amount of swag to his rap about a town that's famous for nothing, “The Mount Pearl Anthem” showcases all the things the locals of this 23,000-person town love about their home. People are really nice. They’ve got automated garbage collection. They’ve got a Town Crier and a Frosty the snowman mascot. Peter’s Pizza and Landwash Brewery are great local spots, according to the rap. Mount Pearl is a progressive city with a non-traditional way of thinking. It’s hardly what you’d expect from a rap video or from a small city for that matter. Though mayor Dave Aker, or Mayor Dave as he’s known, is seen sporting his chain of office like bling. The idea for the video came from Target, a Newfoundland-based ad agency, which works with the city on its Economic Development marketing campaign. The campaign articulates the city’s innovative mindset alongside their forward-thinking business practices. Knowing the city’s administration is open to unexpected ideas, Target suggested a rap video as a fun way to help put ‘the Pearl’ on the map. Because the people of the Pearl are so proud of their city, everyone got on board in an instant.
Credits Other credits

Group Account Director: Jessica Hill

Account Director: Jane Hall

Strategy: Jessica Hill, Jane Hall

Cinematographer: TJ Derry

Audio House: SNDWRx

Music Producer & Composer: Didier Tovel

Executive Producer: Alison Lawee

Editing Facility: Rooster Post Production

Editor: Dave De Carlo

Assistant Editor: Sarah Carlisle

Executive Producer: Melissa Kahn

Colour + Finishing: Dave De Carlo

VFX: Taylor McWade and Dave De Carlo

A.G. Bell Animation: Kate Ballard @ Fort York VFX

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