BBDO Toronto found out which is the price of progress for Prince Edward County

Ads, Creativity

“What is progress and what is it costing us?” are the questions behind a new video created by BBDO Toronto for Prince Edward County (The County). More and more, progress is being measured by increased incomes, increased material wealth and increased productivity. While it has left us rich in goods, it’s left us a little ragged in spirit. This is what the County renews and revives for its visitors.

After all, progress looks a little different here. Instead of moving furiously forward with no thought to environmental impact and sustainability, the County moves with thought and purpose – the slow food movement, farm to table and locally sourced everything are all championed here. This is what real progress looks like.

We wanted to capture the essence of The County (…) The County is holding progress at bay, embracing artisanal crafts and an authentic way of doing things.

Carlos Moreno,

SVP, Executive Creative Director, BBDO Toronto.

The creative team took an incredibly innovative approach in capturing the allure and authenticity of Prince Edward County (…) We are thrilled with the result and eager to promote the idea of “real progress” in marketing The County.

Neil Carbone,

Director of Community Development.

Many of the County’s unique offerings: gastro-tourism, rustic-chic aesthetics and local produce to name a few are reflective of the core values this generation will carry with them.

Undiscovered and unsullied, real and authentic, progressive and traditional, the County is that place you’ve never heard of, even though it’s just around the corner. It’s an alternate reality to the hustle and grind many of us are all too familiar with.

A few highlights about The County:

  • The Globe and Mail has called it the Gastronomic Capital of Ontario
  • There are close to a million planted vines on the island (up from only thirty thousand in 2000), spread out over 35+ wineries.
  •  Art is everywhere in The County, from the painters and sculptors on the ‘Arts Trail’ to local products.
  •  The County is home to Sandbanks Provincial Park, which is considered to be one of the best beaches in Ontario and all of Canada!

BBDO Toronto created the spot, which was filmed and directed by Chris Muir of Someplace Nice. Editing was done by Married to Giants, colour at Alter Ego and Grayson Matthews completed music and sound.

BBDO manages the communication needs of many of Canada’s largest and best-known brands and has consistently earned a creative reputation that places it among the top creative agencies in Canada. BBDO Canada is a subsidiary of BBDO Worldwide, which is part of Omnicom Group, a leading global advertising, marketing and corporate communications company.


  • Client: Prince Edward County
  • Marketing: Neil Carbone, Ashley Stewart
  • Executive Creative Directors: Peter Ignazi, Carlos Moreno
  • Associate Creative Directors: Nancy Crimi-Lamanna, Linda Carte, Deborah Prenger
  • Copywriter: Nancy Crimi-Lamanna
  • Art Director: Linda Carte, Deborah Prenger
  • Copywriter: Nancy Crimi-Lamanna
  • Account Management: Tim Welsh
  • Agency Producer: Tim Welsh, Terry Kavanagh
  • Director: Chris Muir
  • Director of Photography: Chris Muir
  • Production Company: Someplace Nice (Executive Producers: Chilo Fletcher, Estelle Weir)
  • Editing: Married to Giants (Monica Remba, Sheenah Jennings)
  • Music: Grayson Matthews
  • Colour:  Alter Ego (Cem Ozkilicci)