Brandworks helps OMDC promote Ontario’s media sector

The Ontario Media Development Corporation has launched a new multimedia campaign to promote Ontario’s booming cultural media industry.

The Ontario Media Development Corporation has launched a new multimedia campaign to promote Ontario’s booming cultural media industry.

The campaign’s name, “We’ve got it going ON,” incorporates a nod to the province. In a much more overt way, so does the campaign’s one-minute TV spot. Set to local band Metric’s “Gimme Sympathy,” it features a rapid-fire series of vignettes that highlight Ontario’s creative media sector, which the organization supports. Emily Haines, Metric’s lead singer, also does the voiceover.

Running for six weeks in Ontario, the spot features more than 80 of the province’s companies and cultural exports—everything from Degrassi to rock royalty Rush.

“We wanted something cool that would represent the very industries we’re trying to showcase,” said OMDC president and CEO Karen Thorne-Stone. “You can tell with Metric the look and feel we were going for.” She added that the band and Ontario companies were helpful in terms of allowing their content to be used in the spot.

“The idea was that this is not an ad about OMDC, it’s an ad about these growing, strong, innovative sectors in Ontario and, by the way, OMDC plays a key role in their success,” said Thorne-Stone.

According to a release by OMDC, Ontario’s cultural sector employs more than 300,000 people and contributes $12.2 billion to the GDP. “We felt we really had a fabulous story to tell here in Ontario with growing industries across the six sectors OMDC supports,” said Thorne-Stone, in reference to book and magazine publishing, music, film and TV and interactive.

There are two target audiences for the campaign. “We wanted to wow and surprise consumers a little and encourage them to buy Ontario-made products, and we wanted to talk to businesses and encourage them to look to Ontario companies for their own digital and online needs for business partnerships and investment opportunities,” said Thorne-Stone.

There are also international print and online ad elements to the campaign, which will run in publications in Canada, the U.S. and the U.K. The campaign also has its own interactive website at OMDC.on.ca.

Toronto’s Brandworks International is the agency of record for all elements of the campaign. ZenithOptimedia handled the media buy.

Media Articles

Quebec broadcasters take aim at CBC over ‘ferocious competition’

CBC accused of using government funds to 'outpace' private counterparts

Arianna Huffington’s advice for taking a company global

As Huffington Post Canada turns five, its co-founder reflects on the company's success

Vice Canada launching Quebec division

Company also opening a Canadian office of its in-house creative agency Virtue

Raptors’ game 4 sets ratings record for TSN

More than one-third of GTA residents watched Monday's game

CBC unveils 2016-2017 broadcast and digital lineups

Public broadcaster adds an animated series, a daytime talk show and more

AmEx influencer campaign travels north of expectations

Social and acquisition teams band together for the company's latest campaign

Facebook to close desktop ad exchange

What comes next now that FB shifts focus from desktop to mobile ads?

The neuroscience that explains TV’s enduring appeal

Brainsights research shows size matters when it comes to ad format

Thinkingbox looks to grow globally with new funding

Vancouver-based digital production studio lands its first outside investor