BDC breaks national campaign
By Rob Bale
The Business Development Bank of Canada has begun a national campaign called “Made in Canada.” Developed by Cossette, the campaign encourages Canadian businesses to produce in Canada. The three-phase campaign begins with television and digital advertising, to be later joined by radio and out-of-home executions. The creative depicts Canadian businesses as fostering “innovation and economic sovereignty.” The French-langauge ads feature actress Élise Guilbault, while the English ads feature comedian Rick Mercer.
“At a time of global instability, it was important to deliver a message that was both clear and galvanizing,” said Louis Duchesne, president of Cossette. “We wanted to seize this moment to boldly express BDC’s ambition and reinforce its role in helping entrepreneurs navigate today’s opportunities and challenges.”