City of Champions,

always champions

Client: Edmonton Economic Development (EEDC)

Project: IMPACT 2018

Timeline: Dec 2017 – Jan 2018

About EEDC

Edmonton Economic Development is a not-for-profit company established by the City of Edmonton, responsible for providing leadership to the economic growth strategy for our city.

They build Edmonton’s reputation, drive the global growth ambition of Edmonton companies, and attract visitors and investment—increasing resiliency and growth of the city.

1. The Challenge

EEDC hosts an annual event called IMPACT, a gathering of Edmonton’s business, government, and non-profit leaders to celebrate our city’s successes while discussing how a global mindset translates into a more resilient economy.

For this event, we partnered with EEDC to produce a video that highlights what makes Edmonton and its people special. We wanted to dig deep into the fabric by which we are woven together to uncover what makes Edmonton a truly unique city.

We had a month to put this video together and create something that truly pays tribute to our city and its people. We wanted to create a video that would not only inspire people and make them feel proud of their home but would also have a lifespan outside of the venue’s halls.

So that is how we set out to produce one of our biggest projects to date, with a crew of nine people, shooting over the course of 5 days, visiting up to 21 locations and featuring a wonderful cast of 42 everyday Edmontonians.

2. The Idea

The script for this video came to us courtesy of EEDC’s CEO, Brad Ferguson. Brad wrote this script on the way back from a business trip and was thinking really hard as to what makes our people and our city unique.

At the core of that brainstorm were two big themes; grit and love.

This is how we started our video, making sure that our cast was as diverse and as representative as possible of Edmontonians, regardless or age, sex, ethnicity, etc.

Our narrator, Mike Reilly of the Edmonton Eskimos did the honour of telling our story. Being a passionate and loyal player who has demonstrated his love for our city time and time again, Mike was more than willing to step into that role.

3. The Approach

We knew that this endeavor would not be an easy one. Even more so if we wanted to push it to the level of making a memorable piece that would have a long lifespan and be shared throughout our city with pride.

That is why at the core of our thinking was this idea of bringing in real Edmontonians who lived and breathed every role we had in our video, from a fitness enthusiast to a war veteran (and everything in between).

As for locations, we also wanted to make sure that we would represent every character in the perfect location, which is why we worked with organizations like: the Edmonton Oilers, Edmonton Eskimo Football Club, City of Edmonton, Edmonton’s Food Bank, Startup Edmonton, NorQuest College, McCauley Community League, Blitzed Trail Runners, and countless others.

Finally, for crew, we wanted to bring in a few very talented people who we thought would be perfect for this project. Our full crew included:

Script: Brad Ferguson
VO Narration: Mike Reilly
EEDC Producer: Jeff McDonald
Cineflair Producer: Pablo Herrera
Director: Amro Maghrabi
DP: Cory Johnn
AC: Corey Sadoway
Sound: Phillip Dransfeld
Gaffer: Ian Doyle
Editor: Jeff Khounthavong
Hair & MU: Amber Prepchuk

BTS at the Commonwealth with Mike Reilly, Edmonton Eskimos player.

BTS at Kipnes Centre for Veterans with Jack Owen, a war veteran of 102 years of age.

4. The Results

We have been humbled by the warm reception that our video has seen and how many Edmontonians identified with it.

In YouTube alone, the video reached over 55,000 views in a week, making the YouTube trending list at spot #38 in Canada for two whole days.

In Facebook, there was a similar reach of approximately another 44,000 views, +500 likes views and +690 shares in under 2 weeks. Finally, Twitter accounted for roughly +4,250 organic views.

The video also generated multiple earned media opportunities. A few select included:

Global News, Watch: Mike Reilly promotes Edmonton as ‘city of grit and love’

Global News, Mike Reilly proud to celebrate Edmonton in video; no worries about ‘Kevin Glenn curse’

CBC, Edmonton economic boss bids adieu, touts bolder approach to business for the city

CISN 103.9, [WATCH] This Video Sums Up Edmonton Perfectly

Sonic 102.9, WATCH: This Promo Video for Edmonton Will Give You Goosebumps

AM 630, Ryan Jespersen Show – Brad Ferguson: Edmonton Economic Development

5. The Creative

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