BDC: Here to support the ambitions of Canadian entrepreneurs

Inspired by its new raison d’être, BDC—the bank for Canadian entrepreneurs—intends to fulfill its role as a development bank even more ambitiously over the next few years. Creative agency Cossette was mandated with translating their mission into an elevated brand platform, a new tagline and a powerful campaign that marks a new chapter in how BDC contributes to the success of SMEs and the Canadian economy.

In addition to highlighting their tried-and-true financing solutions, advisory services and venture capital investment approach, BDC is doing more to expand the scope of its activities and support more entrepreneurs in their development. The bank will create a series of concrete and innovative measures to foster Canadian entrepreneurs’ growth, particularly in the areas of productivity, diversity and inclusion, and the fight against climate change.

To bring this vision to life, Cossette and BDC began by working together to enhance its brand. Its new tagline, “The bank of ambitions”, solidifies BDC’s positioning as a financial institution whose mission is to not only support the success of an increasing number of entrepreneurs, but also maximize their contributions to stimulate the Canadian economy.

Cossette also created an integrated campaign that revolves around the statement “We’re on it.” The ads give prominence to BDC’s ambitions, as well as to the story of entrepreneurs dealing with the major challenges of our times. The TV spots play on classic metaphors like “breaking the glass ceiling” or “breaking down doors” that many entrepreneurs must contend with and that BDC is invested in helping them with. Other messages will be rolled out on the radio and online.