Made / Nous

Made | Nous is a promotional campaign focused on the Canadian entertainment and media industry and Canadian content, with the goal of promoting Canadian creators in film, television, video games, and digital entertainment.[1]

Made / Nous
Formation2019
TypeAdvertising campaign
Purpose"MADE | NOUS celebrates the works of Canadian creators in film, television, video games and digital entertainment, both here and around the world."
Parent organization
Canada Media Fund
Websitemade-nous.ca

The campaign includes a website[2] that recommends Canadian content to watch and where to find it online.[3]

History

2019

Created in collaboration with the Canada Media Fund, Telefilm Canada and other industry partners, the Made | Nous campaign was launched in a 60-second ad broadcast during the 2019 Academy Awards ceremony on February 24, 2019.[4] The campaign was then officially launched on February 25, 2019, with 30-second ads airing that day.[5]

As part of the launch, the Made | Nous logo was added to transit posters and social media graphics for the films Deadpool and Arrival, and the TV ads were voiced by Canadian actor Christopher Plummer in English and Karine Vanasse in French.[6]

2020

In April 2020, during the COVID-19 pandemic, the Made | Nous campaign launched a Canada-wide virtual road trip, with Canadian comedian Jay Baruchel and actor Marc-Andre Grondin tweeting a recommended Canadian TV show or movie every day that month.[7]

In May 2020, actors Simu Liu and Maitreyi Ramakrishnan became ambassadors for Made | Nous, working with the campaign to highlight notable Asian Canadians as part of Asian and South Asian Heritage month.[8]

Between May and July, Quebec talent Sarah-Jeanne Labrosse, Debbie Lynch-White, the animation duo Bianca Gervais and Sébastien Diaz, and Jean-Sébastien Girard collaborated with Made | Nous to present four Facebook trivia nights focused on Quebec television and cinema, with a different host presenting each week.[9][10]

Every day in June 2020, Made | Nous posted historical and groundbreaking moments of love from Canadian LGBTQ2S+ film and television, culminating in a video compilation called "30 Ways to Say I Love You"[11] that was broadcast during Toronto's virtual Pride parade.[12]

To celebrate National Indigenous History Month and National Indigenous Peoples Day on June 21, Made | Nous ambassador Kawennáhere Devery Jacobs used her Instagram channel[13] to highlight Indigenous creators and the challenges the community faces in the entertainment industry.[14][15]

With Canadian actor and host Tanner Zipchen, the campaign also launched a Summer Blockbuster Drive-In Series in July 2020, which celebrated Canadian contributions to blockbuster films by featuring those films at drive-in theatres across the country. Actor Will Arnett and filmmaker David Cronenberg filmed special introductions for the series.[16]

2021

In April 2021, Made | Nous launched #SeekMore, an incarnation of their campaign, during the final episode of Canadian television show Kim's Convenience.[17] Seek More is supported by Simu Liu, Shamier Anderson, Kawennáhere Devery Jacobs, Mélissa Bédard, Adib Alkhalidey, Cynthia Wu-Maheux,[18] Amanda Brugel,[19] Hamza Haq, Kaniehtiio Horn, Maitreyi Ramakrishnan, and Cassandra James.[20]

The launch was promoted by Prime Minister Justin Trudeau to his 5.6 million Twitter followers.[21][22]

With a focus on underrepresented and marginalized voices, the #SeekMore campaign encourages Canadians to "seek out people from a wide array of racial backgrounds and lived experiences in the entertainment world—the actors, filmmakers, writers, and other storytellers shaping television, film, and gaming in this country."[23]

The organization participated in an episode of the second season of Canada's Drag Race, offering a $5,000 prize to the challenge winner and sponsoring a "Made in Canada" runway theme devoted to Canadian entertainment icons.[24]

References
  1. Krashinsky Robertson, Susan (20 February 2019). "Tackling Canadian content's branding problem". The Globe and Mail. Retrieved 10 August 2020.
  2. "Seek More - Made | Nous". 12 April 2021. Retrieved 5 May 2021.
  3. "'Handmaid's Tale' actor Amanda Brugel believes Canadians will 'Seek More' homegrown entertainment if they know where to find it". thestar.com. 18 April 2021. Retrieved 5 May 2021.
  4. Lombardo, Christopher (25 February 2019). "Canada Media Fund shows where your favourite shows are "Made"". strategy. Retrieved 10 August 2020.
  5. Yeo, Debra (20 February 2019). "On Oscar Sunday, a new ad will seek a bit of attention for Canadians in the entertainment industry". The Star. Retrieved 11 August 2020.
  6. "Tackling Canadian content's branding problem". Retrieved 5 May 2021.
  7. Knight, Chris (14 April 2020). "Jay Baruchel is on a cross-country road trip from his Toronto couch". The National Post. Retrieved 12 August 2020.
  8. Ahearn, Victoria (1 May 2020). "Marvel star Simu Liu's message to Asian Canadians facing prejudice: 'You belong'". City News. Retrieved 12 August 2020.
  9. "#célébronsNOUS: des vedettes de la télé animent un quizz live sur Facebook". Le Droit (in French). 12 May 2020. Retrieved 6 May 2021.
  10. "Un jeu-questionnaire en ligne avec des vedettes". La Presse (in French). 12 May 2020. Retrieved 6 May 2021.
  11. 30 Ways To Say I Love You | Happy Pride!, retrieved 6 May 2021
  12. Longmire, Becca (29 June 2020). ""A Look Back At Some Special 'I Love You' Moments In Canadian TV And Film Is Released To Celebrate Pride 2020"". ET Canada. Archived from the original on 30 June 2020. Retrieved 5 May 2021.
  13. "Login • Instagram". www.instagram.com. Retrieved 6 May 2021. {{cite web}}: Cite uses generic title (help)
  14. "Actress Kawennáhere Devery Jacobs on her activism around Indigenous storytelling | q with Tom Power | Live Radio | CBC Listen". CBC Listen. Retrieved 6 May 2021.
  15. "My Story: Kawennáhere Devery Jacobs on Queer Indigenous Representation in Media". FASHION Magazine. 23 June 2020. Retrieved 6 May 2021.
  16. Peterson, Julia (7 July 2020). ""Campaign that celebrates Canadian-made film, TV, launches new summer drive-in series"". CBC. Retrieved 4 May 2021.
  17. "It's Time For Canada To 'Seek More' Inclusive Stories In Film, TV, & Gaming". Marketing News Canada. Retrieved 5 May 2021.
  18. Crann, Justin (22 April 2021). "Canada Media Fund calls for diversity in entertainment". strategy. Retrieved 5 May 2021.
  19. "'Handmaid's Tale' actor Amanda Brugel believes Canadians will 'Seek More' homegrown entertainment if they know where to find it". thestar.com. 18 April 2021. Retrieved 5 May 2021.
  20. Thiessen, Connie (14 April 2021). "'Seek More' campaign encourages Canadians to seek out diverse content". Broadcast Dialogue. Retrieved 5 May 2021.
  21. "It's Time For Canada To 'Seek More' Inclusive Stories In Film, TV, & Gaming". Marketing News Canada. Retrieved 5 May 2021.
  22. @justintrudeau (13 April 2021). "Register" (Tweet). Retrieved 5 May 2021 – via Twitter.
  23. "'Seek More' campaign puts spotlight on diverse Canadian talent". torontosun. Retrieved 5 May 2021.
  24. O'Keefe, Kevin (5 November 2021). "'Canada's Drag Race' Season 2 premiere recap: Fading stars". Xtra!. Retrieved 6 November 2021.
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