“Made in Canada”: BDC Leads the Charge for Homegrown Defence in New Campaign by Cossette

5/20/2026

Work

by Cossette

The Business Development Bank of Canada (BDC), in collaboration with Cossette, is launching Made in Canada, a national campaign encouraging entrepreneurs to build and produce at home as the global economy continues to shift.

Rolling out in three phases, the initiative positions Canadian businesses as key drivers of an economy focused on innovation and economic sovereignty — turning global uncertainty into opportunities for growth.

"To bring the campaign to life, two iconic voices were chosen. In French, actress Élise Guilbault takes on the changing winds of the global economy in a visually striking and symbolic performance. In English, comedian Rick Mercer revives his signature rant to spotlight the extraordinary potential of Canadian ingenuity. Two distinct tones, driven by the same spirit."

Alexandre Gadoua, Vice-President, Creative at Cossette

“BDC firmly believes our strongest defence begins with the determination to build and produce here at home. Whether in steel, manufacturing or artificial intelligence, we’re proud to see entrepreneurs leading the way — and proud to support them as Canadian innovation and creativity help strengthen our economic sovereignty.”

Diane Lafontaine, Chief Marketing and Corporate Strategy Officer at BDC

The mandate holds particular meaning for Cossette, an agency proudly rooted in Canada.

“At a time of global instability, it was important to deliver a message that was both clear and galvanizing. We wanted to seize this moment to boldly express BDC’s ambition and reinforce its role in helping entrepreneurs navigate today’s opportunities and challenges.”

Louis Duchesne, President of Cossette

Led by Cossette Media, the campaign launches nationwide with an initial wave across television and digital platforms, including 60-, 30-, and 6-second formats. Two additional waves will follow, introducing new messages focused on the different pillars of economic sovereignty — particularly defence — while expanding into radio, out-of-home, and digital media.

Credits

Advertiser: Business Development Bank of Canada (BDC)

Clients: Diane Lafontaine, Andres Suarez, Benjamin Nantel, Eloïse Boutin-Masse, Marine Bourdonnais, Ariane Bissonnette, Nina Zoglami

Agency: Cossette

Creative: Alexandre Gadoua, Marc-Antoine Vallée, Raphaël Côté, Andrew Lord, Christine Girard, David Théroux Strategy: Judikaela Auffrédou, Anne-Sophie Vachon Production: David Legendre, Mathilde Acosta

Agency Production: Septième

Producer: Stéphanie Côté

Media Agency: Cossette Media

Martin Soubeyran, planning team (Maude LaRue, Maxime Schont) and media activation team (Isabelle Fournier, Élodie Dubrulle and Kevin Santer)

Production Company: SOMA

Executive Producer: Simon Corriveau-Gagné Director: Daniel Roby Post-Production: Real by Fake Sound Studio: Cult Nation