Telefilm Canada and the Canada Media Fund (CMF) have launched their new MADE | NOUS campaign “MADE Better” with a series of Hollywood billboards celebrating Canadian filmmakers that have been erected near Hollywood Boulevard and Highland Avenue in Los Angeles.
Amid the sea of “For Your Consideration…” billboards in L.A. that pop up during awards season, the MADE | NOUS billboards share the visual of four directors’ chairs with the names (Denis) Villeneuve, (Sarah) Polley, (James) Cameron, and (Domee) Shi, accompanied by the message “Need Direction? Look North.”
Other billboards in the campaign play on our collective reputation for politeness sharing the message that Canadians are “Politely Kicking Ass. (Sorry.)”
“Canada is having a moment in Hollywood with so many Canadian storytellers enjoying huge success right now. We thought we’d have a bit of fun with it, and we love that people are sharing the billboards online and it’s generating buzz,” said Valerie Creighton, President and CEO of the CMF.
“As proud Canadians, we are reinforcing and celebrating the strength of our talent in the screen-based industry,” added Francesca Accinelli, Interim Executive Director & CEO of Telefilm. “Through the fun and effective placements of these billboards in L.A., we honour our fellow Canadians’ successes and remind our friends down south and around the world that Canadians have good reasons to play cheeky.”
The MADE Better campaign was officially launched last week, highlighting Canadian success stories like Marvel star Simu Liu (Shang Chi and the Legend of the Ten Rings); Bilal Baig’s groundbreaking series Sort Of; comedies like Letterkenny and Schitt’s Creek; and the Assassin’s Creed: Valhalla video game design.
The MADE Better campaign follows the success of 2021’s SEEK MORE, which resulted in a 51% net gain in favourable perceptions around diversity in Canadian content, according to data supplied by CMF and Telefilm. MADE Better includes a series of 30-second montages highlighting Canadians in film, television, video games, and digital entertainment that will air on major broadcast networks from February to April, with shorter digital spots running online, accompanied by the hashtag #MADEBetter.
The MADE Better campaign was developed by TORQUE Strategies, 123w, and Rethink Canada.
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