EDC campaign encourages Canadian businesses to think globally

Export Development Canada has introduced a new brand platform by McCann Montreal intended to encourage Canadian businesses to expand their business internationally.

With advertising running across traditional and digital media, “The Export Impact” shows business owners how, with the support of EDC, they can benefit from growing in new markets.

A release from McCann explains that the platform is based on the insight that many Canadian companies are poised for international growth, but feel they can’t take the next step.

The creative shows business owners the benefits of growing in new markets, said Dave Roberts, executive creative director of McCann Montreal.

“The split-screen storytelling device used throughout the campaign was a perfect way to show them how their business could look before and after considering export as a growth option,” he said. “Also, we dialled up the optimism and confident tone from the campaigns of the past few years, to reflect the new positive global outlook and further encourage businesses to act.”

David Brown