BDC tells entrepreneurs it’s here for them

Who: Business Development Bank of Canada (BDC) and Cossette, with Cossette Media, 7ieme Productions, Circonflex and Bandit.

What: A new bilingual campaign, “Here for what’s ahead.”

When & Where: The French-language spot debuted during Sunday night’s ADISQ gala celebrating the Quebec music industry, with the national campaign—including both 30- and 60-second TV spots, 30-second radio ads, pre-roll video, social media ads and display banners—launching today. The campaign runs until March.

Why: It’s about showing BDC’s solidarity with Canadian entrepreneurs, a group that has been particularly hard-hit by the COVID crisis. A recent BDC survey found that 76% of small- and medium-sized businesses have reported a decline in revenues and profits as a result of the pandemic. According to a release, the campaign is “a nod to the fact that entrepreneurs are a different breed: they keep looking and moving forward in the face of adversity—now more than ever.”

How: There’s no narrative per se, just shots of Canadian entrepreneurs from businesses of all different kinds, stitched together from existing footage shot for various BDC clients. The visuals subtly suggest some of the stress that entrepreneurs are feeling, but generally strike a hopeful tone suggesting better days ahead. The English version of the spot features a cover of Sam Cooke’s “Keep movin’ on” by Canadian artist Kurt Chaboyer, while the French-language version uses a piano version of Pierre Lapointe’s hit “Deux par deux rassemblés.”

And we quote: “[This has been] a year like no other for entrepreneurs, as they face uncertainty in both their professional and personal lives. We believe that BDC has a central role to play to provide sound advice and financial support to help Canadian entrepreneurs navigate through whatever comes next, and ultimately, help our economy thrive” — Annie Marsolais, chief marketing officer, BDC

Chris Powell