Newfoundland and Labrador Tourism: Run Wild

Research has consistently shown that a trip to Newfoundland and Labrador is high on the wish list for many Canadians. And one of the key attractions is Gros Morne National Park, a UNESCO World Heritage Site. For 2023, the brand wanted more people to stop dreaming and start booking. But rather than launch into a new full-scale video production on the western coast of the province, the brand’s advertising agency, Target, took a creative approach. The new spot features digital footage shot as recently as the summer of 2022, but also 35mm film from as far back as 2008, with various scenes from productions in between. The process literally began with searching through storage facility basements, looking for dusty old film reels. Working with School Editing, the team pored over hours of content to create a new story. And Alter Ego was tasked with treating the selected scenes to unify the look. The campaign launches with a 60-second edit of Run Wild running across the country. It also features original music from TA2 Sound + Music and the voice of three-time Gemini award winner Leah Pinsent. 2023 is the second year of the Leave No Song Unsung campaign theme, which is the province’s articulation of Carpe Diem, or seize the day. It’s about the way of life in Newfoundland and Labrador, and aims to create an emotional urgency to visit.