“The Stories that Made US”: Rosalie Vaillancourt Hits the Road
Rosalie Vaillancourt to hit the road in Quebec and the Maritimes to celebrate the stories that shape and inspire us. George Stroumboulopoulos, meanwhile, travels across English Canada.
MONTREAL, August 5, 2025 – MADE | NOUS is revving up the RV’s engine and launching the ‘Stories that MADE Us’ campaign. Led by comedian and TV host Rosalie Vaillancourt, the campaign celebrates the unifying and identity-affirming power of homegrown film and TV works.
As part of this initiative, Rosalie will meet with Francophones to ask them a simple question: What local film and television MADE you?
The hilarious MADE ambassador expressed her excitement about this creative and social adventure: “I’m extremely happy to have been chosen for the MADE campaign, because our culture’s uniqueness is something I care deeply about and that makes me proud. I already travel all over the place to share my personal stories on the stage— I can’t wait to hear what other Canadians have to share.”
A patriotic road trip
From Montreal to Orléans Island, Moncton, and beyond, Rosalie will collect heartfelt stories from people across Quebec and the Maritimes: memories of shows that captured their imagination, films that brought them comfort, and series that brought their friends and families closer together. Along the way, she’ll also meet with well-known Canadians from a range of backgrounds.
Her journey will come to a close on the Quebec City Film Festival (Festival de cinéma de la ville de Québec - FCVQ)’s red carpet, in September. There, she’ll share the stories she’s gathered with festivalgoers—stories that will resonate deeply in the heart of Quebec’s capital.
Rosalie will share highlights from her road trip through a series of YouTube videos, along with short clips (trailers, bloopers, heartwarming moments) on her and MADE | NOUS’ social media accounts. The rollout will span several months to spark inspiring and lasting conversations.
A matter of collective pride
Supported by the Canada Media Fund and Telefilm Canada, ‘The Stories that MADE Us’seeks to rekindle pride in our industry and to show how cinema, television, and digital media enrich Quebec and Canada’s cultures. The campaign will also showcase the richness of our land itself—culturally, geographically, and humanly—as well as its vastness.
“From C.R.A.Z.Y. to Jesus of Montreal, to Empathie, everyone has that one film or series that left a mark,” said Valerie Creighton, President and CEO of the Canada Media Fund. “The Stories that MADE Us’’ pays tribute to defining moments from both the big and small screens, while exploring enduring themes of collective memory and belonging. At a time when people are more eager than ever to connect through a shared identity, this campaign has the power to ignite a national conversation, and we’re beyond thrilled to have Rosalie Vaillancourt on the ground, bringing her humour, spontaneity, and authenticity to the journey.”
"Feature film has always been a powerful reflection of Canadian identity. It highlights our stories, our languages, and the richness of Canada’s cultural landscape," said Julie Roy, Executive Director and CEO of Telefilm Canada. "We are proud to support a campaign that showcases our culture and invites audiences to reflect on how these stories help define who we are."
A nationwide campaign
In English Canada, broadcasting legend George Stroumboulopoulos' road trip is well underway. Strombo is visiting cities and communities across the country to spotlight the diversity of voices, cultures, ages, identities, and landscapes that make up our country. He’ll also highlight notable Canadian figures along the way.
With two dynamic ambassadors, MADE | NOUS continues its mission to celebrate what unites us. Previous campaigns have included:
- The SEEK MORE campaign (2021), celebrating cultural diversity, equity, and inclusion on our screens, featuring stars such as Simu Liu and Mélissa Bédard
- The MADE Better campaign (2023), a bold billboard campaign celebrating Canadian talent making waves in Hollywood;
- The MADE Here campaign (February 2025), a series of ads spotlighting talents such as Emily Hampshire, Denis Villeneuve, and Geneviève Schmidt for their outstanding contributions
This time, the brand is relying more than ever on public participation, aiming to let these human stories “travel” across the country and truly embody the spirit of a road trip.
ABOUT ROSALIE VAILLANCOURT
A 2015 graduate of the École nationale de l’humour, Rosalie Vaillancourt is a bold, multifaceted artist who first made her mark online. Her project Complètement lycée earned her the Dior Revelation Award at Canneseries and a Gémeaux Award for Best Performance in a Digital Media Series in 2022, sparking laughter across households. Her impressive performance on LOL: Qui rira le dernier? (where she won the grand prize!) and her appearances on Sortez-moi d’ici!—first as a contestant, then as co-host—helped introduce her to a wider audience. Beyond television, Rosalie is a passionate stage performer. Her first solo show, Enfant roi (2019), was warmly received, but it’s her 2024 show MILF that truly won over critics and audiences alike. With her blend of wit and vulnerability, Rosalie doesn’t hesitate to strike when the time is right—but above all, she likes it when people appreciate the intelligence behind her writing.
ABOUT MADE | NOUS
Since 2019, the MADE | NOUS initiative has put the spotlight on Canada’s world-class talent in film, TV, gaming, and digital entertainment, aiming to shift perceptions of Canadian content at home and abroad. The brand shines a spotlight on the achievements of Canadians who bring exceptional stories to life and encourages audiences to discover and celebrate their work. It’s 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.
FOLLOW US
Instagram: @made_nous
Facebook: @made.nous
YouTube: @MadeNous
TikTok: @made_nous
MADE Website: made-nous.ca
Website: https://made-nous.ca/
Campaign hashtag: #weMADEit
FOR ALL MEDIA INQUIRIES
Olivier Lapierre
