Cannes Lions

TOURISM

TARGET, St John'S / NEWFOUNDLAND & LABRADOR TOURISM / 2011

Overview

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Overview

Description

Like a chapter in a book, Half Hour tells the story of some of the interesting and unexpected differences that make Newfoundland and Labrador (NL), Canada such a unique destination.

Having its own time zone, half an hour ahead of everyone else, is more than a product of NL’s geography. It’s an unusual, compelling part of this place, perched on the edge of North America. It’s a metaphor for who we are as a people. In NL we see things a bit differently. We find beauty and inspiration in our rugged, natural environment. And we embrace our inherent creativity and quirkiness.

Incorporating sweeping cinematography, capturing the surprising light and beauty of NL’s scenery, the spot celebrates the fact Newfoundlanders and Labradorians have never been afraid to be themselves or go at their own pace. The original music in the ad is at times evocative of a clock ticking. It tells the story of a quirky place that has its own unique time zone, yet doesn’t really measure time in seconds or half hours, but in moments and experiences. Here, you can set your watch a half hour ahead, or you can just leave it at home.

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