Who: The Canada Media Fund (CMF), Telefilm Canada, One Twenty Three West, Torque Strategies, Agencie Cartier, OMD Vancouver (media)

What: “Made|Nous,” a new bilingual brand platform highlighting Canada’s significant contribution to global content industries including film, TV and gaming.

When & Where: Billed as a “long-term” initiative, the national campaign debuted during Sunday’s Oscars telecast. It will run on TV, cinema and online, as well as pre-roll and social videos. It is being supported by a dedicated website that enables Canadians to explore a “Made|Nous” map that identifies the country’s “content landmarks.” Additional assets include pins, buttons, T-shirts, tote bags, etc.

Why: The CMF says it’s time for Canada’s world-class acting, directing and production talent to get the recognition it deserves. The goal is also to inspire and encourage the next generation of talent.

How: The campaign kicked off with a 60-second spot narrated by Canadian actor Christopher Plummer. The spot underscores Canada’s sizeable contribution to the global entertainment industry, from being the birthplace of Hollywood stars like Deadpool star Ryan Reynolds, to directors like Montreal-born Jean-Marc Vallée (Dallas Buyer’s Club),  as well as where acclaimed shows ranging from The Handmaid’s Tale to Orphan Black are shot. A French-language version of the ad, with narration from Cardinal star Karine Vanasse, celebrates Quebec’s homegrown culture.

And we quote: “Our country boasts some of the finest creators in TV, film, digital, and gaming. We have incredible stars both in front and behind the camera. “Made|Nous” is here to make the world sit up and take notice, and get these talented Canadians the recognition they deserve.”—Valerie Creighton, president and CEO of Canada Media Fund (CMF).