CMF launches MADE campaign celebrating Canadian creators

The Handmaid's Tale is one of the productions highlighted in the new MADE | NOUS campaign, celebrating the work of Canadian creators.

New consumer campaign MADE (NOUS in French), celebrating the creative talent Canadians bring to world audiences, made its premiere during Sunday’s Academy Awards’ broadcast.

The MADE | NOUS campaign celebrates the work of Canadian creators in film, television, video games and digital entertainment, both at home and abroad.

Set to launch nationwide, beginning today (Feb. 25), the campaign features a star-studded 60-second commercial, voiced by Oscar, Emmy and Tony award-winning actor Christopher Plummer. Directed by Toronto filmmaker Scott Cudmore, the spot pays homage to Canadian success stories like Denis Villeneuve-directed and Montreal-shot Arrival; Vancouver-filmed Deadpool, starring Ryan Reynolds; Emmy-winning Ontario production The Handmaid’s Tale, based on the Margaret Atwood novel; and sci-fi series Orphan Black, from Temple Street Productions. It also gives subtle nods to Ryan Gosling (Drive), Rachel McAdams (The Notebook), director Jean-Marc Vallée (Dallas Buyers Club), and Finn Wolfhard (Stranger Things). Canadian talents Karine Vanasse (Cardinal) and Jacob Tremblay (Room) are featured in the spot.

“This is Canadian content and it’s time we take credit for it. Starting now,” Plummer asserts in the commercial.

“Canada is home to some of the world’s best creators, storytellers and artists,” said Valerie Creighton, President and CEO, Canada Media Fund (CMF). “MADE | NOUS is a celebration of the talented individuals, both in front of and behind the camera. They’re made in Canada and thanks to their extraordinary talent, they make some of the best content out there. It’s time we all take pride in the exceptional work of our creative community.”

MADE | NOUS is a collaborative effort of the CMF and Telefilm Canada, as well as agency partners TORQUE Strategies, One Twenty Three West, and Agence Cartier. The campaign has an additional 30+ industry partners, including Bell Media, CBC/Radio-Canada, Corus Entertainment and Cineplex, who are providing in-kind support.

The campaign is supported by a website allowing visitors to discover specific locations related to Canadian content and talent.