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In 2018, the direction we decided to take was to highlight how unique Newfoundland and Labrador is by using sound. From the ‘spout’ of a humpback whale to a playing card in a bicycle wheel to the sound of a thousand Atlantic Puffins. Using sound as the hook, we were able to show Newfoundland and Labrador in all it’s glory.
To highlight the unique sounds we enlisted the help of a local JUNO winning composer who wrote a 7 minute piece that was completely inspired by Newfoundland and Labrador. 60 members from The Newfoundland Symphonic Orchestra as well as 20 members from Shallaway Youth Choir helped being the composition to life. It lives on soundsfromtheedge.fm along with theme pages that help our audience discover the magic of this place.
Interactive Tuner ads on the Globe and Mail let our audience play with the ads to discover the different themes and contextual mobile ads were geo targeted around specific places in Toronto to juxtapose the noise of a city vs the sounds you’d find in Newfoundland and Labrador.
To round of the campaign we created a “Play it by Ear” Sound contest that let users create their very own NL soundtrack and share them on Facebook. Users spent an average of 7 minutes on the contest site and over 28,000 videos were created in just 3 weeks.
ICE Awards - Best Of Show
Applied Arts - Single over :30 / Campaign /
Marketing Awards - Bronze -Craft - Sound Design / Bronze Digital - Integrated Web Campaign / Bronze Integrated Campaign
CMA - Silver - Brand Building Consumer Services