The Broadcasting Act of Canada was passed to preserve the country’s culture.
However, it led to an era of small budgets and regulated programming. ‘CanCon’ became synonymous with bad content.
Our task was to rebrand Canadian content, so we decided to change the conversation from supporting content, to supporting Canadians. In the first month alone, the campaign earned 22.5 million earned media impressions including an hour-long special on CBC.