Toronto, February 6, 2020 – MADE—NOUS en français—a national, consumer-focused, industry-wide movement to recognize and celebrate the creative talent Canadians bring to world audiences, made its world premiere one year ago during ETALK LIVE AT THE OSCARS on CTV. This Sunday, the campaign that has produced tangible results in shifting Canadians’ perception on the depth, diversity and quality of Canada’s screen-based content returns to where it began in CTV’s live red carpet special, which reached nearly two million viewers last year. View the promo here.
Research demonstrates MADE | NOUS has had a positive impact on public favourability, perception and consideration of Canada’s creative content:
- 48 per cent of those aware of MADE | NOUS had an increased perception of Canadian content as a result of the campaign;
- 52 per cent felt more favourable towards the term Canadian content;
- 49 per cent responding they are more likely to watch a television show if they know a Canadian is involved—up almost 20 per cent over those unaware of the campaign.
Since launch, the campaign has worked with top Canadian talent ambassadors such as Karine Vanasse, Jacob Tremblay and Stephan James. It has ben endorsed by the likes of Ryan Reynolds, Jean-Marc Vallee, Denis Villeneuve and Christopher Plummer, who have agreed to lend their work and likeness. The campaign has continuously run nationwide on broadcast, theatre, digital and social media and has partnered with dozens of film festivals from coast, to coast, to coast.
The MADE | NOUS movement was heavily present at key industry events such as the Canadian Screen Awards and Prix Gémeaux, where industry players, including talent, lent their public endorsement. The campaign spot was welcomed with rapturous applause by audiences attending TIFF gala and special presentations, where Hollywood A-listers such as Meryl Streep, Christian Bale, Nicole Kidman and Tom Hanks were among those in attendance. South of the border, the campaign has also generated interest, with The Hollywood Reporter and Deadline taking notice.
Since last year’s world premiere in its Oscar’s broadcast, CTV’s ETALK has supported MADE | NOUS every step of the way. Most recently, the nightly entertainment show debuted the first of an ongoing series of “MADE Minutes,” featuring Simu Liu from CBC’s Kim’s Convenience. ETALK LIVE AT THE OSCARS airs Sunday, Feb. 9 at 5:30 p.m. ET on CTV.
While MADE | NOUS has seen much success, the team behind the campaign is not resting on its laurels. Work is underway on a new and equally rousing promo, to be released in time for the 2020 festival season.
MADE | NOUS celebrates the works of Canadian creators in film, television, video games and digital entertainment, both at home and abroad. 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 stories to the screen and encourages audiences to discover and celebrate their work.
MADE | NOUS is the result of a collaborative effort between key entertainment industry players: the CMF and Telefilm Canada, as well as agency partners TORQUE Strategies, One Twenty Three West, and Agence Cartier. An additional thirty—and growing—industry partners have joined the campaign, including Bell Media, CBC/Radio-Canada, Corus Entertainment and Cineplex, who have provided in-kind support.
About MADE | NOUS
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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For more information, please contact:
Canada Media Fund