YouTube spotlights creators and community in made-for-Canada campaign

Who: Google, with Mosaic for strategy, creative and media planning, Spy Films for production (directed by Le Ged) with media buying by PHD and Essence.

What: “Every day, Canadians count on YouTube,” a national multi-media campaign that “celebrates” the power of Canadian creators.

When & Where: The campaign is running nationally now through the end of the end of November, across out-of-home, online video and TV.

Why: YouTube is emphasizing its “connection and community” brand messaging, along with its economic contribution especially during the pandemic. “YouTube elevates Canadian culture and has a vital and flourishing impact on Canadians’ lives and businesses,” said YouTube Canada marketing lead Alyssa Whited in a release. It features 16 different Canadian creators who use YouTube to have a “societal, cultural or economic impact.”

How: The 60-second campaign video spotlights the many positive videos and creators sharing their skills, talents, ideas and inspirations on the platform every day. “Every day Canadians count on YouTube to build their future, learn new skills and inspire others,” says the voiceover that closes the spot.

Other videos include a behind-the-scenes testimonial from Deddy’s Kitchen, a Brampton, Ont. chef who started a YouTube cooking show with his daughter after he was forced to close his business at the start of the pandemic. The show has garnered more than 8.5 million views, leading to a new full-time career for the chef.

Another has Jonathan Roy, son of hockey great Patrick Roy, explaining how YouTube has changed his life and allowed him to build a fan following around the world. “The campaign showcases a broad range of both established, well-known voices alongside new and emerging talent who flourished during the COVID-19 pandemic,” said Dave Thornhill, creative director, Mosaic.

The campaign is backed up by a report from Oxford Economics which found the YouTube creative ecosystem contributed about $923 million to Canada’s GDP in 2020, and the equivalent of 34,000 full-time jobs.

And we quote: “The featured creators are just a sample of the vast talent and diversity that make up YouTube Canada’s creator ecosystem. Every day, creators come to the platform to tell stories and create content that meaningfully impacts the lives of Canadians.” — Alyssa Whited, marketing lead, YouTube Canada

David Brown