LOOKING GOOD Video features images of cattle ranchers, beekeepers, bison and the beauty of the Alberta landscape set to a country song entitled ‘Long love this land’
A YouTube video celebrating the people, power, and passion of agriculture in Alberta has touched a chord with Albertans and people around the world, says a marketing official with ATB Financial.
“We wanted to do something that was different, that people would want to watch and share and relate to, rather than just ATB Agriculture talking about itself,” said Terry Andryo, senior marketing manager for agriculture with ATB Financial in Calgary.
“Our idea was to capture the heart, and let the mind follow.”
The video features images of cattle ranchers, beekeepers, bison and the beauty of the Alberta landscape set to a country song entitled “Long love this land,” written by Calgary-based composer Mike Shields and sung by Curtis Glas, a young Calgarian with agricultural roots.
Since its release in October, the five-minute video has been watched 19,000 times and ATB has been asked to provide a translation so it can be used in international trade missions to Japan and China.
The video was inspired by a Chrysler Superbowl ad that showcased the city and people of Detroit, their hard work, and their pride.
“Long love this land” was designed to showcase positive Alberta agricultural stories, enhanced by what Andryo calls “ah-ha moments” — interesting, little-known facts about agriculture in Alberta. The entire project took about 2-1/2 months from start to finish. The video was designed to appeal to consumers, as well as to a younger generation of farmers. Producers who appear in the video were recommended by ATB’s network of rural branches and were hand picked based on geographic location, demographics and commodity. Locations shown in the video include Spruce Grove, Falher, Alix, Pincher Creek, Bow Island, Drumheller, Lethbridge, and Taber.
“We didn’t want to be centrally focused — we wanted to explore all parts of the province as best as we could,” said Andryo. “We wanted to make sure that anyone who was watching it could say, ‘That’s Alberta.’”
The video was first shown at the ATB booth at Agritrade in 2012. Over 1,500 free copies of the video were requested and distributed to people who attended Agritrade and Farmfair. Andryo said he’s received many emails from all over the world, especially from former Albertans. The song from the video has also gotten a lot of attention and is available for download. ATB Financial will match funds from every purchase of the song and donate them to 4-H, STARS and the Ronald McDonald House until March 31.
The video can be seen at http://www.youtube.com/watch?v=oMeZhaH0p9U and the song can be downloaded at iTunes, cdbaby.com and Amazon.