This animated video is absolutely beautiful. The paper craft involved in creating it is delicate and haunting. But as a Canadian, I also watch it with suspicion.
Let’s see what you think:
The Canadian Energy Pipeline Association represents Canada’s transmission pipeline companies. In a spacious country with an economic dependence on fossil fuels extraction and export, they are correct that energy pipelines are an essential backbone of Canada’s economic prosperity.
But why present such a romanticized image of Canada’s pipeline industry? And why now?
Well, pipelines are rather controversial at the moment. The proposed Keystone Pipeline System, from Alberta’s Athabasca oil (AKA “tar”) sands to the United States, has met with massive protest south of the border because of the heavy carbon footprint and other environmental impacts of oil sands bitumen extraction — as well as risks of leakage along the way. It was delayed by President Obama.
Another plan, the Northern Gateway Pipelines, would cross the Rocky Mountains to connect bitumen with Canada’s western ports, for export to Asia. Although it has federal government support, the project it is being dramatically opposed by environmental and Aboriginal groups on issues of potential terrestrial and oceanic spills, as well as sovereignty of communities through which it will pass.
In this context, the whimsical animated video is clearly intended to increase public support for the idea of pipeline expansion by making more pipelines seem like an inevitable part of Canada’s development. Which is exactly what industry associations are supposed to do: advocate for their members.
These types of campaigns will always be with us. Whether this one fits into your politics or not, at least it’s nice to watch.
The Canadian Energy Pipeline Association
I2 Ideas and Issues Advertising Inc, Toronto, Canada
Agency Producer: Melanie Lambertsen
Creative Director: Philippe Garneau
Copywriter: Bruce Anderson
Production Company: The Embassy
Director: Ozan Biron
Executive Producer: Trevor Cawood
Executive Producer: Winston Helgason
Editor: Matthew Griffiths
Editorial Company: Cycle Media
Sound Production: RMW Music
VFX Production: The Embassy