Sorry, not sorry: MADE | NOUS campaign shows why Canadian content is world-class
TORONTO, ON (February 8, 2023) –Today MADE | NOUS launched its new campaign, MADE Better, designed to show Canadians how much they have to celebrate when it comes to the entertainment industry.
Canadian talent is behind some of the most diverse and impactful storytelling at home and around the world, including Simu Liu, the first Asian lead in a Marvel movie (Shang-Chi and the Legend of the Ten Rings); Domee Shi, the first woman to direct a Pixar movie solo (Turning Red); and Devery Jacobs, Paulina Alexis, and D’Pharaoh Woon-A-Tai – three Canadian Indigenous actors starring in the U.S. hit Reservation Dogs, the first series to have all Indigenous creatives at the helm.
Following the success of 2021’s SEEK MORE campaign, which resulted in a 51% net gain in favourable perceptions around diversity in Canadian content*, MADE Better includes a series of 30-second montages that highlight Canadians in film, television, video games, and digital entertainment. Presented by the Canada Media Fund (CMF) and Telefilm Canada, the spots will air on major broadcast networks from February to April, with shorter digital spots running online (#MADEBetter).
“MADE Better is a bold celebration of Canada’s talent and creatives. The tagline may be cheeky and confident, but it’s true – Canadians are in front of the camera and behind the scenes on some of the biggest blockbuster films, TV series, and video games. Our goal is to celebrate Canadians making better entertainment every day,” said Valerie Creighton, President & CEO, Canada Media Fund.
The campaign’s central message is that Canadian storytelling is simply made better, including in comedy (MADE Funny), video game design (MADE Thrilling), and diversity (MADE Historic). The montages also bring awareness to actors and properties audiences may already love but not realize are Canadian.
Since its launch in 2019, the MADE | NOUS initiative has put the spotlight on Canada’s world-class talent to shift perceptions of Canadian content at home and abroad. To date, ambassadors who’ve supported the initiative include Stephan James, Shamier Anderson, Devery Jacobs, Amanda Brugel, Karine Vanasse, Simu Liu, Jay Baruchel, Hamza Haq, Maitreyi Ramakrishnan, and Kaniehtiio Horn. MADE | NOUS campaigns have achieved an overwhelmingly positive sentiment in audience perception of Canadian storytelling, and a favourable opinion of CanCon and the Canadian entertainment industry.**
The MADE Better campaign was developed by TORQUE Strategies, 123w, and Rethink Canada.
*2021 CMF Campaign Evaluation conducted by IMI International
**2019 CMF Campaign Evaluation conducted by IMI International and 2021 CMF Campaign Evaluation conducted by IMI International
MADE Social Media handles:
MADE Website: made-nous.ca
Campaign hashtag: #MadeBetter
ABOUT MADE | NOUS
Launched in 2019, MADE | NOUS celebrates the works of Canadian creators in film, television, video games and digital entertainment, both here and around the world. Canada is home to award-winning television, movies, and special effects that have captured global audiences and swept box offices worldwide. MADE | NOUS shines a spotlight on the achievements of Canadians who bring exceptional stories to life, and encourages audiences to discover and celebrate their work. MADE | NOUS is the result of a collaborative effort between key entertainment industry players such as the Canada Media Fund (CMF) and Telefilm Canada, as well as an additional thirty—and growing—industry partners. For more information, visit made-nous.ca.
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