CANADA,

OUR TIME

TO LEAD

My team at Naked Creative was tasked with spearheading a promotional campaign for the relaunch of Canada’s leading news media company, The Globe & Mail. Leveraging the paper’s reputation for driving national conversations, we conceptualized the “Canada, Our Time To Lead” campaign. This innovative initiative aimed to re-examine Canadian institutions and values through eight thought-provoking discussions over eight weeks, covering topics like work-life balance, healthcare, multiculturalism, and internet censorship. Our goal was to reignite interest and excitement in the paper, attracting a new generation of readers.

To execute this campaign, we took over the brand’s website and print edition with full-page ads highlighting each week’s topics and the paper’s sleek redesign. We maximized the website’s ad space to showcase the new design and encourage engagement. Additionally, we ran targeted online ads on popular Canadian websites focused on news, politics, arts & culture, business, and lifestyle. Our comprehensive approach included a full Facebook integration, two compelling commercials, and weekly billboards aligned with our concept.

The promotions led readers to a fully interactive website, where topics were unlocked each week, fostering deeper discussions in both the online and print editions of the paper. By reinvigorating the national conversation, we successfully repositioned The Globe & Mail as a leader in Canadian media.