The Business Development Bank of Canada (BDC) is striking the right note this year with a new national brand campaign that strengthens its position as an accelerator for the ambitions of Canadian entrepreneurs. Following an economic downturn, this campaign illustrates how BDC drives the growth of small and medium-sized enterprises (SME).
The key visual of the campaign features metronomes symbolizing Canadian businesses, guided by talented violinist Tanya Charles Iveniuk, who represents BDC. She uses rhythm to breathe life and energy into the metronomes, illustrating how BDC supports businesses. She then starts to increase the tempo, building the momentum that businesses need to grow. This shows how BDC works with businesses to orchestrate and support their growth, allowing them to reach their full potential.
“This year, we wanted to clearly depict BDC’s impact on Canadian businesses,” said Anik Ouellet, Creative Director at Cossette. “By demonstrating how companies supported by BDC experience double the growth compared to the Canadian average, we’re sending a clear message—collaborating with BDC means powering your future.”
With the Canadian economy on an upswing and more stable interest rates, business owners are more inclined to get their bold projects started. The campaign takes advantage of this opportunity to remind audiences that BDC is the perfect ally for turning these ambitions into a success.
“BDC isn’t just a financial partner—it truly is an accelerator for growth,” said Annie Marsolais, Chief Marketing Officer at BDC. “This campaign and its daring art direction allows us to double down on our commitment to supporting businesses, all while increasing consideration for our services.”
The campaign will run throughout Canada from October 7 to November 17, 2024, on a variety of platforms, namely TV, radio, web, and digital.
Taken from: Cossette