MADE | NOUS (Canada Media Fund)

This  strategy became ‘MADE’ (NOUS in French) a national, bilingual, consumer-focused brand platform that has continued to improve perceptions and favourability among Canadians since its launch in 2019.  

In 2021, through this platform, we challenged all Canadians to consider their power as audiences and demand more from the media they consume. How? By centring the voices of Canadian talent who are underrepresented in our screen-based industries and providing an unfiltered platform to celebrate the rich stories told by and for Canadians from all backgrounds and abilities.  Ambassadors such as Simu Liu, Devery Jacobs, Melissa Bedard, Maitreyi Ramakrishnan, and Hamza Haq shared their stories as the centrepieces of the Seek More campaign, which took audiences on a journey from awareness via a fully integrated paid media campaign, through to action via an interactive new website hub full of content recommendations, and MADE’s social channels.

MADE continues to champion creators and Canadian stories with campaigns, activations and pop-up stunts. Whether we're commissioning impactful murals of hometown heroes, or placing attention-grabbing billboards to help reposition the value of Canadian storytellers, we're proud to work alongside the Canada Media Fund on this important initiative. 

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Results

68% of respondents who were aware of the campaign stated they took an action as a result of the campaign  

There was a 51% increase in the average perception around diversity in Canadian content.  

There was notable, accelerated growth in Quebec against previous NOUS results such as increased consideration and perceptions  

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Multi-award winning

• GOLD: Canadian Marketing Association Meta Business Equality Award  

• BRONZE: Strategy Awards Multicultural Strategy  

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