Problem
While Canada now boasts a vibrant and cutting edge startup, incubator and innovation scene - there is still a lagging perception that Canada is behind the curve. This perception is further mired by the global perception of Canadians as nice, quiet and polite - at direct odds with the dynamic, fast paced, and competitive culture that draws top talent and investors to other global tech hubs.
Solution
Set out to reposition the Canadian start up sector by creating an identity that the community could call their own, and to build upon this identity through storytelling. The identity had to be bold and distinct, tapping into Canadian’s national pride and provide some much deserved swagger. Through storytelling, we built upon that identity by selecting Canadian startups at varying stages of growth, celebrating their uniqueness and success. This new identity was unveiled at Google's innovation summit in October 2016. Video and lightweight editorial content was showcased during the event to help tell the true story of Canada’s exploding innovation and start up sector.
Results
The Go NORTH Campaign kicked during the GO NORTH Summit— an exclusive event that brought together major players in Canadian tech for a one-day event dedicated to Canada’s startup ecosystem. Entrepreneurs, established tech companies, policy makers and investors convened to address the barriers faced by Canadian startups and to celebrate the incredible growth and success that the industry and our country has seen over the past decade.