This document discusses initial thoughts and concepts for a "This is Canada" marketing campaign. It notes that the campaign needs to appeal to both consumers and content producers. It also needs to battle cliches about Canada and allow Canada to define its own identity. Three campaign concepts are proposed: 1) "This is Not Canada" which disowns cliches through images that do not represent Canada 2) "Canada: Restocked" which increases Canadian content and tells Canada's evolving story through many voices 3) An interview with a personified Canada that explains it wants its full story told as people do not fully understand it. The campaign aims to move past nostalgia and define Canada's identity.

2. “This is Canada” Campaign
Initial Thoughts

3. Initial Thoughts
We are selling to creatives.
Being overly cautious and restrained would be a
mistake. While we want the content to shine, we
do not want be conceptually flat.

4. Initial Thoughts
We are selling to two audiences.
We are selling to consumers and producers. We
need to convince one audience we have
everything they need, while convincing the other
that we need more content. A delicate balance.

5. Initial Thoughts
We are battling clichés.
Canadians are weary of the clichés we’ve put
forth, and have allowed outsiders to identify us
by. Nostalgia can become kitsch very quickly.

6. “This is Canada” Campaign
Campaign Headlines

7. Campaign Headlines
The True North Strong and Royalty-Free.
And rights managed, too, of course.

8. Campaign Headlines
Canada:
Restocked

9. “This is Canada” Campaign
Campaign Concepts

10. Campaign Concepts
1) This is Not Canada
We do two things: take the clichés we’ve all
grown weary of and disown them; show images
that are obviously not Canada.
This becomes an exercise in identity-forging.

11. Concept 1: This is Not Canada
Honest dialogue about the search for identity,
and an invitation to help define ourselves.

12. Concept 1: This is Not Canada
A reversal of expectations

13. Campaign Concepts
2) Canada: Restocked
A simple declaration that Getty wants to
increase it’s Canadian content. That the story of
Canada is being constantly written, is never
complete, and takes many voices to be told.

14. Concept 2: Canada: Restocked
We see glowing shapes, speeding past the camera, like rain Cut to a close shot of pulsating, glowing cubes coming to rest
We cut to a top view, seeing an image come materialize The complete shot, and call to action

15. Campaign Concepts
3) An interview with a nation
We personify Canada, and interview it. Canada
candidly explains to us that people don’t quite
understand it, and it wants the realize story told.
We realize that Canada’s story is our own.

16. Concept 3: An interview with a nation
“I’m not always cold... I mean I can be, but I can be warm too. And sure, I love
nature, but I’m not a fan of the bugs. In fact some days I just want to stay in
and do nothing.”

17. Concept 3: An interview with a nation
“If people took a second
they might find out I’m
not exactly who they
thought I was... I suppose
that’s true of anyone.”
The true north, strong and
royalty-free.