In 1970, the Broadcasting Act of Canada was passed to preserve the country’s culture, mandating 60% of everything we saw had to be produced by Canadians. This led to an era of small budgets, regulated programming, and bad content. In the last decade, Canada has had a creative revolution, but perceptions haven’t caught up. To change the conversation and inspire pride at home, we created MADE (NOUS in Quebec).

The movement launched during the biggest entertainment moment in the world: the 2019 Academy Awards.

Narrated by Canadian Oscar winner Christopher Plummer, the TV spot pays homage to the places across Canada from which some of Hollywood’s biggest names have lived and worked, and features cameos from Jacob Tremblay, star of Oscar-nominated Room, and Karine Vanasse, Quebec native and lead on CTV’s Cardinal. To extend the campaign’s reach, an interactive website invited people explore a MADE Map, which populated Canadian content landmarks based on users’ location.

In the first month, the campaign received 45.2 million impressions—22.5 million in earned media—along with full page coverage in every national newspaper and on every news station, including an hour-long special on CBC.