Ogilvy, Toronto contacted Toronto-based Crush with this project when the concept (how buying and eating food grown locally affects the economy) was in place but the specifics were still open. To ensure that the food was the star of the piece, the video is part tabletop, part graphics and part documentary.

Nearly three minutes long, the spot required a twenty hour shoot with two sets of stop-frame animation and a month of CG pre viz where every shot was literally built graphically ahead of time. The statistics about how much food Canada imports (more than 50 percent of its vegetables and 95 percent of its fruit) are eye-opening and hopefully will change the way Canadians, and everyone else who sees the spot, buy their food. All food in the shoot was Canadian (no small challenge in spring).