In 1970, the Broadcasting Act of Canada was passed to preserve the country’s culture. This led to an era of small budgets and regulated programming. ‘CanCon’ became synonymous with bad content.

Our task was to rebrand Canadian content and reframe the conversation.


A 60 second film, narrated by Christopher Plummer, launched the MADE brand during the 2018 Oscars. Other tactics followed including a MADE MAP where users could discover what’s been made here.

In the first month alone, the campaign received 22.5 million earned media impressions, including an hour-long special on CBC.