Cannes Lions

TRAVEL/TOURISM

TARGET CANADA, St John'S / NEWFOUNDLAND & LABRADOR TOURISM / 2013

Case Film
Case Film
Case Film

Overview

Entries

Credits

Overview

Description

Newfoundland and Labrador is an exotic, one-of-a-kind destination on the edge of the continent. It’s as far east as you can possibly go in North America – without getting wet.

It’s the only place where you can see the continent’s first sunrise – and sunset. One of the many reasons the province is a bucket-list mandatory.

The visual story features the journey of a couple who travel by land and sea, greeted by breathtaking natural beauty along the way. They reach their final destination – Cape Spear, the most easterly point in North America – just in time to witness the first sunrise on the continent.

After all, standing at the edge of the earth where the sun rises first, this place has the ability to make a morning person out of just about anyone.

Execution

The score is an adaptation sung by one of Newfoundland and Labrador’s many talented duos – Jim Payne and Fergus O’Byrne.

The story of Conversation plays against the musical backdrop of lilting. Lilting is a form of traditional Celtic singing. It’s a rare art and an important tradition that is still practiced in Newfoundland and Labrador today. It has been passed down from generation to generation, much like our many traditions and our culture.

The lyrics in lilting are often nonsensical, like scatting in jazz. It’s a reflection of how the people of this province don’t take themselves too seriously. And how we’re always up for a bit of fun.

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