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

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

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