Three months into the crisis, McCann and EDC began conducting interviews with a range of small- and mid-sized businesses from across Canada to gauge the prevailing sentiment and actions taken in response to the current business climate.
“Times have been incredibly challenging, and many businesses are still struggling to survive,” said Dave Roberts, Executive Creative Director at McCann Montreal. “You can’t help but be in awe of the wherewithal and the entrepreneurial spirit of Canadian businesses as they navigate these ‘business as unusual’ times. When you hear how they’ve dug deep to find new ways of thinking, new ways of operating – it really motivates you to strive to build back better.”
The campaign features real stories from EDC customers Shopify, Relogix and Snapcab, recognizing how these Canadian companies, and many more, have pivoted in these unusual times and how EDC has played a supporting role in helping companies of all sizes keep going here at home.
“This crisis has been unprecedented but, so too, has Canadian businesses’ response,” said Daniel Boisvert, Vice President, Marketing and Digital Channels at Export Development Canada. “That’s what we like about this campaign from McCann – it puts real Canadian business stories front and centre. EDC isn’t the hero of these stories – we’re just here to make sure businesses can do what they need to do to survive and ultimately get back to growth.”
The production of the campaign under strict COVID-19 production protocols was an impressive effort, especially because the campaign features real EDC customers, not non-professional talent. All health protocol measures were followed including social distancing guidelines and wearing of masks, a minimal on-site production crew, no travel out of province, and live-streaming the shoot to enable more stakeholders to be able to virtually attend.
The national #BusinessAsUnusual campaign spans TV, online video, radio, print, digital and social. McCann Canada developed and produced the creative and Media Experts provided media planning and buying services.